ABSTRACT

 

 

One of the pioneers of instants messenger is Blackberry Messenger which is a prime feature RIMs Blacberry product productions, Canada. With the advent of Nadroid based phones in the market, instant messenger product also started to experience significant growth, marked by instant messenger popping up a lot of products that target Android users like Whatsapp, Kakao Talk, Line and We Chat. Problems with the Blackberry Messenger is the popularity of fuel slumped sharply. This is due to reduced customer interest in the use of fuel because of the other types of instant messenger that has the same capabilities even better because it can operated in different operating systems. The purpose of this study was to analyze the effect of Online Advertising and Brand Image on Purchase Intention fuel with Online Word of Mouth as an intervening variable.

 

The population used in this study were students USM Semarang. The selection of the sample using purposive sampling. The samples used were 120 students USM smartphone users. The analytical tool used is a quantitative analysis method to structured equation modeling.

Based on the research results, online advertising has no effect on online word of mouth and purchase intention. While Brand image has a positive effect on online word of mouth and purchase intention. Online word of mouth positive effect on purchase intention.

 

Keyword : online advertising, brand image, online word of mouth, purchase intention