Pengaruh WOM dan Citra Merek Terhadap Minat Mahasiswa Dalam Mengikuti Program Magang Luar Negeri Oleh AIESEC UNHAS Makassar (Association Internationale Des Etudiants En Sciences Economiques Et Commerciales)

This research aims to determine the effect of Word-of-Mouth and brand image on purchase intention. This research conducted to see if there is students’ intention to participate in an internship abroad program by AIESEC UNHAS or vice versa. The students are from The Faculty of Economics and Business, Universitas Hasanuddin, Universitas Muslim Indonesia, and Universitas Negeri Makassar, Batch 2016, who never join abroad internship program by AIESEC UNHAS before. The data used in this study were obtained from a questionnaire (primary). The sampling method uses purposive sampling method. The number of samples used was 313 students of the Faculty of Economics and Business, Universitas Hasanuddin, Universitas Negeri Makassar, and Universitas Muslim Indonesia, Batch 2016. The analytical method used is descriptive statistics method and Path analysis with the application of SPSS 23 for Mac. The research findings show that the variables of WOM and Brand Image together have a significant effect on Purchase Intention of undergraduate students of the Faculty of Economics and Business in Universitas Hasanuddin, Universitas Muslim Indonesia, and Universitas Negeri Makassar. Based on the research results partially from the two variables independent, namely the WOM and Brand Image show that has a significant influence on purchase intention either direct or indirect effect.