PENGARUH PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN YANG DI MODERASI ELECTRONIC WORD OF MOUTH (Studi Pada Pengguna Smartphone Iphone di Store Erafone Mall Olympic Garden Kota Malang)

Purchase Decisions can be influenced when consumer see and feel the perception of quality of one brand with another that feels the quality meets their expectations. The purpose of this study is to describe Perceived Quality on Purchase Decisions moderated by Electronic Word of Mouth. In addition, testing the influence of Perceived Quality and Electronic Word of Mouth on Purchase Decisions and the influence of Perceived Quality on Electronic Word of Mouth and testing Electronic Word of Mouth strengthens the influence of Perceived Quality on Purchase Decisions on IPhone users. The number of samples based on the Lemeshow formula of 245 respondents was taken based on accidental sampling from the population of Iphone users, located at the
Erafone Store, Olympic Garden Mall, Malang City. Using a data analysis tool in the form of MRA (Moderated Regression Analysis). The results of the study showed that perceived quality and E-WOM had a positive and significant influence on purchase decisions. In addition, E-WOM also strengthens the influence of perceived quality on purchase decisions.