PENGARUH PRODUK, E-WOM TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI CITRA MEREK (STUDI PADA LORIONS KOPI MAGETAN)

Abstract

This research aimed to examine the effect of product and E-WOM on consumers’ purchasing decisions at Lorions Kopi in Magetan, with the brand image as a mediating variable. The research was quantitative, Moreover, the population was all consumers who bought products at Lorions Kopi in Magetan. The data collection technique used accidental sampling. In line with that, there were 100 samples. The instrument in the data collection technique was a questionnaire. Furthermore, the data analysis technique used Partial Least Square with SmartPLS 3.0. The result showed that the product had a positive and significant effect on purchasing decisions. However, the product had a negative and significant effect on the brand image at Lorions Kopi. Additionally, E-WOM had a significantly positive effect on purchasing decisions. Likewise, E-WOM had a positive and significant effect on the brand image at Lorions Kopi. The brand image had a positive and significant effect on purchasing decisions. The result of the next test concluded that the product had a negative and significant effect on purchasing decisions, which was mediated by the brand image at Lorions Kopi. Meanwhile, E-WOM had a positive and significant effect on purchasing decisions which was mediated by brand image at Lorions Kopi.