PENGARUH E-WOM DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA PRODUK KOSMETIK PIXY

This research aims to determine and analyze the influence of E-WoMand brand image on purchasing decisions. This research uses quantitative methods. The data collection technique in this research uses a questionnaire. In this study, the sample used was 120, using purposive sampling. The technique used in this research is the multiple linear regression analysis technique. The research results found that E- WoMhas a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and E-WoMand brand image have a simultaneous effect on purchasing decisions