PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DENGAN ELECTRONIC WORD OF MOUTH SEBAGAI VARIABEL INTERVENING

This research aims to determine the influence of social media marketing and brand image on purchasing decisions with electronic word of mouth as an intervening variable. This research was conducted on female Scarlett whitening consumers in Malang City with a total of 170 respondents. This type of research uses quantitative methods. The sampling technique in this research uses nonprobability sampling with a purposive sampling method by taking samples deliberately according to the specified sample criteria. Data collection for this research used a questionnaire. The data analysis technique used in this research is using a range of scales and path analysis. The results of the research show that social media marketing and brand image have a significant positive effect on purchasing decisions, social media marketing and brand image have a significant positive effect on electronic word of mouth, electronic word of mouth has a significant positive effect on purchasing decisions, electronic word of mouth is able to mediate the relationship between social media marketing and purchasing decisions, and electronic word of mouth is able to mediate the relationship between brand image and purchasing decisions.