PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI

This research aims to analyze and determine the effect of electronic word of mouth (eWOM) on purchase decisions through brand image at Elformula customers. The population in this research are Elformula customers in Malang City and over 17 years old. This research uses a quantitative approach and data analysis is using SmartPLS 4. The research results show that electronic word of mouth has a positive and significant effect on purchase decisions, electronic word of mouth has no effect on brand image, brand image has no effect on purchase decisions, and electronic word of mouth has no effect on purchase decisions through brand image.