PENGARUH PROMOSI DAN E-WOM TERHADAP MINAT BELI KONSUMEN YANG DIMEDIASI OLEH BRAND IMAGE (Studi Pada Konsumen Skincare The originote)

This study aims to examine the effect of promotion and electronic word of mouth (e-wom) on consumer buying interest, both directly and through brand image as a mediating variable. The object of this research is consumers of The Originote skincare products. This research uses a quantitative approach with a survey method. Data were collected through questionnaires from 130 respondents and analyzed using path analysis techniques. The results showed that promotion and e-wom had a positive and significant effect on purchase intention. Promotion and e-wom also have a significant positive effect on brand image. However, brand image does not have a significant effect on purchase intention, so brand image is unable to mediate the effect of promotion and e-wom on purchase intention. This finding indicates that consumers are more responsive to promotions and e-woms directly than through brand perception.