PENGARUH CITRA MEREK, KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI PRODUK SKINCARE SKINTIFIC DI MALANG RAYA

ABSTRACT
This study aims to analyze brand image, product quality and electronic word of mouth to the purchase interest. The sample technique used was purposive sampling with a total sample of 108 samples of Skintific skincare consumers in Malang Raya. The type of data used in this study using quantitative data and data sources were primary data. The analysis tool used in this study is multiple regression analysis. The results of this study concluded that brand image , product quality and electronic word of mouth have a positive and significant effect on the purchase interest. Brand Image, Product Quality, and E-wom together have a positive and significant effect on the Purchase Interest of Skintific skincare Consumers in Malang Raya