PENGARUH IKLAN TERHADAP NIAT BELI DAN PERILAKU PEMBELIAN DENGAN WORD OF MOUTH SEBAGAI MODERATING (Studi Kasus pada Pelanggan Oli Castrol di Bengkel Bariklana Motor)

This study aims to study the effect of advertising on buying intention and buying behavior with word of mouth being moderate. The data were taken by a survey method on a sample of 322 that were taken by ration sampling from the residents of the Bariklana Motor Malang workshop. The type of search used is explanatory search. The method of data analysis using mediation regression analysis and moderate regression analysis. The results of this study showed that advertising has a positive and significant effect on buying intent, advertising does not have a positive and significant effect on buying behavior, buying intent has a positive and significant effect on buying behavior, buying intent advertising mediates buying behavior, word of mouth has a positive and significant effect on buying behavior, and word of mouth advertising can mitigate buying behavior.