PENGARUH ELECTRONIC WORD OF MOUTH(E-WOM) DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PADA PRODUK SHAREN BLISS (FLORIST)

The development of digital technology has changed marketing communication patterns to be social media-based, where Electronic Word of Mouth (E-WOM) plays an important role in influencing consumer purchasing decisions. In addition, Brand Image and Brand Awareness also shape perceptions and purchasing intentions towards a product. This study aims to analyze the influence of E-WOM and Brand Image on Purchasing Decisions, both directly and through Brand Awareness as an intervening variable on Sharen Bliss Florist products. The research method uses a quantitative approach with a survey technique by distributing questionnaires to 140 respondents who have purchased Sharen Bliss Florist products directly or through social media. Data analysis was carried out using the SmartPLS 4.0 application with outer model and inner model tests. The results of the study indicate that E-WOM and Brand Image have a positive and significant effect on Purchasing Decisions, while E-WOM does not have a significant effect on Purchasing Decisions through Brand Awareness. Conversely, Brand Image has a positive and significant effect on Purchasing Decisions through Brand Awareness. Simultaneously, the influence of E-WOM and Brand Image on Purchasing Decisions through Brand Awareness is not significant because only Brand Image shows a mediating effect. In conclusion, Brand Image has a dominant influence in increasing Brand Awareness and driving Purchase Decisions, while E-WOM plays a greater role in expanding brand exposure.