PERAN E-WOM DAN BRAND IMAGE DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA GLOSKIN AESTHETIC & SKIN CARE BALI
The Role of E-WOM and Brand Image in Influencing Purchase Decisions at Gloskin Aesthetic & Skin Care Bali
DOI:
https://doi.org/10.59896/gara.v19i3.292Keywords:
Electronic Word of Mouth (E-WOM), Brand Image, Purchase Decision, Digital MarketingAbstract
This research was conducted to examine the extent to which Brand Image and Electronic Word of Mouth (E-WOM) influence consumer purchasing decisions for products from Gloskin Aesthetic & Skin Care Bali. 50 respondents were randomly selected for this study, which used a quantitative method with a causal approach. Questionnaires were distributed to collect data, and SPSS version 25 software was used to analyze the results using several linear regression approaches. According to the research findings, consumer decisions are positively and significantly influenced by the E-WOM variable (β = 0.315; sig = 0.001) and Brand Image (β = 0.285; sig = 0.002). Furthermore, the calculated F value was 12.112 and the significance level was 0.000, indicating a strong simultaneous effect of both variables on consumer decisions. These findings indicate that enhancing Brand Image and the quality of E-WOM will increase the likelihood of customers making purchases.Therefore, Gloskin is advised to maximize digital marketing tactics and maintain a positive brand image.
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