PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DENGAN CITRA MEREK SEBAGAI VARIABEL MEDIASI PADA MS GLOW DI KOTA MALANG

This study on MS Glow consumers in Malang City aimed to analyze the effect of electronic word of mouth (e-WOM) on purchase decisions, with brand image as a mediating variable. This research employed a quantitative approach using a survey method involving 130 respondents. The sampling technique used was non-probability sampling with an accidental sampling approach, with the criteria that respondents resided or were active in Malang City and had purchased MS Glow products within the last year. Data were collected through a questionnaire using a 5-point Likert scale and were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The results indicated that e-WOM had a positive and significant effect on purchase decisions. E-WOM had a positive and significant effect on brand image. Brand image had a positive and significant effect on purchase decisions. The mediation analysis results showed that brand image was able to positively and significantly mediate the effect of e-WOM on purchase decisions. These findings indicated that positive e-WOM was able to build a favorable brand image in consumers’ minds, which in turn strengthened purchase decision-making among MS Glow consumers in Malang City.