PENGARUH SOCIAL MEDIA MARKETING DAN E-WORD OF MOUTH TERHADAP PURCHASE DECISION MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA KONSUMEN TOKO JEEN SNEAKERS & APPAREL DI KOTA BLITAR

This research aims to determine the influence of social media marketing and e-word of mouth on purchasing decisions through brand image as a mediating variable. This research was conducted on consumers of Jeen Sneakers & Apparel stores in Blitar City, totaling 190 respondents. The type of research used is explanatory research. Data collection was carried out by distributing questionnaires. Data analysis methods are used Partial Least Squares Structural Equation Modeling (PLS-SEM) version 4.0. The results of this research are that social media marketing and e-word of mouth have a positive and significant effect on purchase decision, and brand image also has a positive and significant effect on purchasing decisions. Brand image functions as a partial mediator between social media marketing and purchasing decisions, as well as between e-word of mouth and purchasing decisions.