PENGARUH KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Produk Skincare Azarine di Kota Malang)

Business competition in the beauty industry is becoming increasingly intense, which is a challenge for business actors. As a result, companies are required to be creative in developing strategies to attract consumer attention and capture market share, while still prioritizing product quality to establish a strong brand image. This study to analyze the effect of product quality, electronic word of mouth (e-wom) on purchase decisions with brand image as a mediating variable. This research uses a quantitative approach. The sampling technique is purposive sampling. Data collection technique is questionnaires distributed to 160 respondents. Data analysis using the Structural Equation Modeling (SEM) approach based on Partial Least Square (PLS) with the SmartPLS 4 application. The results show that product quality, electronic word of mouth, and brand image have a positive and significant effect on purchase decisions. Product quality and electronic word of mouth also influence brand image. Brand image mediates the relationship between product quality and electronic word of mouth with purchase decisions.