Pengaruh Citra Merek, Persepsi Risiko, Dan Word Of Mouth Terhadap Niat Beli Mie Sedaap Di Surabaya

This study aims to determine the effects of Brand Image, Perceived Risk, and Word of Mouth toward Purchase Intention on Mie Sedaap in Surabaya. This research is a research based on the quantitative approach, because the variables are causal, data are numbers and analyzed through such a statistical method. The source of main data of this study consists of questionnaires measured by Likert scale and distributed to as many as 130 consumers of Mie Sedaap in Surabaya. Samples determined with a judgment sampling technique based on Non-Probability sampling category. Research data then analyzed by technique of structural equation model (SEM) using AMOS 22.0 program. The results show that Brand Image has no significant effect toward Perceived Risk because its effect has a p value of 0.243 (p 0.05). Brand image has significant effect toward Word of Mouth because its influence has p value of 0.001 (p < 0.05). Brand image has a significant effect toward purchase intention because its effect has a p value of 0.022 (p <0.05). The Perceived Risk has no significant effect toward purchase intention because its effect has a p value of 0.996 (p 0.05). Word of Mouth has significant effect toward purchase intention because its effect has a p value of 0.001 (p