THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, AND ELECTRONIC WORD OF MOUTH (E-WOM) ON PURCHASE DECISIONS WITH CONSUMER TRUST AS A MEDIATING VARIABLE

Vara Febrian Purnomo Putri, Hari Purwanto, Heny Sidanty

Abstract


This study aims to analyze the effect of Brand Image, Product Quality, and Electronic Word of Mouth (e-WOM) on Purchase Decision, both directly and through Consumer Trust as a mediating variable among OMG Cosmetic consumers in Madiun City. This study employed a quantitative approach with an explanatory research type and a causal associative design. The sample consisted of 384 respondents selected using the Lemeshow formula and purposive sampling technique. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS 4.0. The results indicate that Brand Image, Product Quality, and e-WOM have positive and significant effects on Consumer Trust and Purchase Decision. Consumer Trust also has a positive and significant effect on Purchase Decision. Furthermore, Consumer Trust partially mediates the effects of Brand Image, Product Quality, and e-WOM on Purchase Decision. These findings indicate that strengthening brand image, product quality, and digital information should be accompanied by efforts to enhance consumer trust in order to optimize purchase decisions.

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References


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