PENGARUH WORD OF MOUTH DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA PRODUK AIR MINERAL LOKAL (Studi Pelanggan Pada CV R.A JAYA di Pulau Kangean)

This study aims to analyze the influence of Word of Mouth and perceived quality on purchasing decisions with brand image as a mediating variable on local mineral water products CV R.A Jaya in Kangean Island. This study uses a quantitative approach with an explanatory research type. The population in this study were RA mineral water customers in Arjasa and Kangayan Districts, Kangean Island, with a sample of 245 respondents selected using accidental sampling techniques. Data were collected through questionnaires and analyzed using path analysis. The results showed that Word of Mouth and perceived quality had a positive and significant effect on purchasing decisions. In addition, Word of Mouth and perceived quality also had a positive and significant effect on brand image. Brand image was proven to have a positive and significant effect on purchasing decisions and was able to mediate the influence of Word of Mouth and perceived quality on purchasing decisions. These findings indicate that the more positive word of mouth communication and the better the perception of quality held by customers, the stronger the brand image formed, thus increasing purchasing decisions for RA mineral water products.