PENGARUH ELECTRONIC WORD OF MOUTH DAN SOSIAL MEDIA TERHADAP PENGAMBILAN KEPUTUSAN MELALUI BRAND IMAGE (Studi Pada Mahasiswa STIESIA Surabaya)

Abstract

This research aimed to analyze the effect of Electronic Word of Mouth (EWoM), social media, and brand image on decision-making. Besides, it aimed to analyze the indirect effect of Electronic Word of Mouth and social media on the purchasing decision through brand image as the intervening variable. The research was quantitative. Moreover, the population was 418 students of STIESIA Surabaya. The data collection technique used probability sampling with Slovin. Furthermore, the instrument of data collection technique used questionnaires. The questionnaires were distributed through google-form to 100 respondents as the sample. Additionally, the data analysis technique used Partial LEast Square with the SmartPLS 3.0. The result showed that both EWoM and social media had a positive and significant effect on decision-making. Likewise, both EWoM and social media had a positive and significant effect on the brand image. In addition, brand image had a positive and significant effect on decision-making. Besides, EWOM had indirect effect on the decision making through brand image had positive and significant effect also social media had indirect effect on the decision making through brand image positive and significant way.