Electronic Theses and Dissertation

abstrak penelitian ini bertujuan untuk melihat pengaruh kualitas produk dan electronic word of mouth terhadap keputusan pembelian yang dimediasi oleh citra merek pada pengguna produk barenbliss di kota banda aceh. teknik pengambilan sampel yaitu dengan purposive sampling sehingga didapatkan 160 responden pengguna produk barenbliss di kota banda aceh. analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil path analysis menunjukkan bahwa kualitas produk, electronic word of mouth dan citra merek berpengaruh terhadap keputusan pembelian. kualitas produk dan electronic word of mouth berpengaruh terhadap citra merek. kemudian berdasarkan hasil indirect effect ditemukan bahwa citra merek memediasi secara parsial pengaruh kualitas produk dan electronic word of mouth terhadap keputusan pembelian pada pengguna produk barenbliss di kota banda aceh. kata kunci : keputusan pembelian; citra merek; kualitas produk; electronic word of mouth

ABSTRACT This study aims to see the effect of product quality and electronic word of mouth on purchasing decisions mediated by brand image on Barenbliss product users in Banda Aceh City. The sampling technique was purposive sampling so that 160 respondents were obtained as Barenbliss product users in Banda Aceh City. Data analysis in this study used the Partial Least Square (PLS) method to determine the influence between the variables involved. Based on the results of the path analysis, it shows that product quality, electronic word of mouth and brand image influence purchasing decisions. Product quality and electronic word of mouth influence brand image. Then based on the results of the indirect effect, it was found that brand image partially mediates the influence of product quality and electronic word of mouth on purchasing decisions on Barenbliss product users in Banda Aceh City. Keywords: Purchase Decision; Brand Image; Product Quality; Electronic Word of Mouth