SKRIPSI: Pengaruh Electronic Word of Mouth terhadap Purchase Decision melalui Brand Image sebagai Variabel Intervening pada Produk Skincare Whitelab

YULIANTI, Deni (2024) SKRIPSI: Pengaruh Electronic Word of Mouth terhadap Purchase Decision melalui Brand Image sebagai Variabel Intervening pada Produk Skincare Whitelab. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the effect of electronic word of mouth on purchase decision with brand image as a mediating variable for Whitelab skincare products. The population in this study were consumers of Whitelab skincare products, using a non probability sampling technique. The number of respondents in this study is 137. Data collection was carried assumption tests were conducted, and all met the criteria. The hypothesis testing in this study used regression analysis and bootstrapping Process macro v4.2 for SPSS 26 as proposed by Andrew F. Hayes. The result showed that electronic word of mouth has a positive and significant effect on purchase decision, electronic word of mouth has a positive and significant effect on brand image, brand image has a positive and significant effect on purchase decision, and brand image can mediate the effect of electronic word of mouth on purchase decision. The effect of electronic word of mouth on purchase decision with brand image as a mediating variable is indicated by an Adjusted R Square value of 63,2% and 36,8% is influenced by other variables not examined in this study.

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