PENGARUH CITRA MEREK TERHADAP PERILAKU PEMBELIAN DENGAN NIAT BELI SEBAGAI MEDIASI DAN ELECTRONIC WORD OF MOUTH SEBAGAI MODERASI PADA SKINCARE SOMETHINC

The research aims to examine the influence of brand image, purchase intention, electronic word of mouth on purchasing behavior for skincare somethinc. The sample was taken by purposive sampling og 250 people from the population of skincare buers at the Beauty Shop cosmetics shop in Malang. Analysis of MRA data and hypothesis testing shows that brand image, purchase intention, and electronic word of mouth have a positive and significant effect on purchase behavior, purchase intention is able to mediate the relationship between brand image and purchase behavior and electronic word of mouth does not strengthen the relationship between brand image and purchase behavior. This research is useful as consideration for companies to design highly effective strategies and better understand the relationship between brand image, purchase intenton, electronic word of mouth, and purchase behavior.