PENGARUH PRODUCT QUALITY, ELECTRONIC WORD OF MOUTH (E-WOM), DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE AVOSKIN DI KOTA MALANG

This study was conducted to analyze the effect of Product Quality, Electronic Word of Mouth (E-WOM), and Brand Image on the Purchase Decision of Avoskin skincare products in Malang City. This research was motivated by the increasing competition in the skincare industry and the declining position of Avoskin in the market, which indicated a shift in consumer preferences in making purchase decisions. This study used a quantitative approach with an explanatory research design. The population in this study consisted of consumers who had purchased and used Avoskin skincare products, resided in Malang City, and had made a purchase or used the products within the last one year. The sample consisted of 133 respondents who were obtained using the accidental sampling technique. The data obtained were analyzed using multiple linear regression. The results showed that Brand Image had a positive and significant effect on Purchase Decision, while Product Quality and E-WOM had positive but insignificant effects on Purchase Decision. These findings indicated that, in this study, only Brand Image was able to significantly encourage consumers to purchase Avoskin skincare products.