The Influence of Brand Equity on Word of Mouth (WOM) with Esteem Needs as a Mediation Variables

The increasing purchase intention of consumers in Indonesia, especially in the automotive sector, can be seen from the increasing number of sales centers for two-wheeled and four-wheeled transportation equipment in Indonesia and big cities like Bali that offer famous brands such as Harley Davidson motorbikes. Harley Davidson is able to keep their brand equity in the minds of the public by producing quality motorbikes that meet consumer expectations. The purpose of this study was to explain the effect of brand equity on word of mouth (WOM) with esteem needsas a mediating variable (Studies on PT. Mabua's Harley Davidson Motorcycle in Badung Regency). This research was conducted in the city of Badung, the sample size obtained using a purposive sampling method of 160 respondents. The data analysis technique used is Path Analysis. The results showed that brand equity had a positive and significant effect on word of mouth (WOM). Brand equity has a positive and significant effect on the esteem needs of consumers. Esteem needs has a positive and significant effect on word of mouth (WOM). Esteem needs mediates the positive influence of brand equity on consumer word of mouth (WOM) on Har ley Davidson motorbikes in Badung Regency. Recommendations that can be recommended as a Harley Davidson motorcycle manufacturer, PT. Mabua in Badung Regency must maintain the quality of its products in terms of prices that have not experienced a significant increase from before, there are discounts or free attributes and genuine variations of Harley Davidson that are sold to consumers. Maintaining the prestige of Harley Davidson motorcycles in terms of design that carries classic and luxurious themes, safety and comfort provided to consumers. Implementing a word of mouth (WOM) marketing strategy to win the competition, such as word of mouth (WOM) marketing by word of mouth regarding advantages and modern technology to create experiences.