Business & Management Studies

Abstract

This research has the intention of determining the effect of Brand Credibility, Word of Mouth, Emotional Value towards Attitude related to the Purchase Intention of Halodoc Telemedicine. This research respondents were consumers who never used Halodoc Telemedicine and domicile in the Jabodetabek area. The sample used was 197 respondents. The sampling technique used simple random sampling through a quantitative descriptive approach. The analysis used statistical analysis in the form of PLS. The results of this research was indicate that Brand Credibility and Emotional Value have a positive and significant effect on Attitude, while Word of Mouth has a positive and insignificant affect towards Attitude then Word of Mouth and Emotional Value have a positive and significant affect towards Purchase Intention, while Brand Credibility has a negative affect and insignificant to Purchase Intention, then the mediation effect of Attitude has a positive and significant impact towards Brand Credibility, Emotional Value on Purchase Intention, while the mediation effect  of Attitude has a positive and insignificant affect towards the Word of Mouth on Purchase Intention.