PENGARUH KUALITAS PRODUK DAN E- WOM TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI CITRA MEREK PADA PRODUK MARINA

Abstract

This research aims to determine the effect of product quality and e-WOM on purchasing decisions through brand image on Z-Generation in Surabaya. The population consists of consumers who have purchased Marina Hand and Body Lotion at least one or twice. The research applies quantitatively. Furthermore, the data collection technique used purposive sampling, in which the sample was consumers who have purchased Marina Hand and Body Lotion at least one or twice. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed online by using Google Forms. Moreover, the data analysis technique used Partial Least Square (PLS) with SmartPLS 3.0. The result indicates that product quality has a positive and significant effect on purchasing decisions. However, e-WOM has a negative and insignificant effect on purchasing decisions. Additionally, product quality has a positive and significant impact on brand image. Meanwhile, e-WOM has a positive but insignificant impact on brand image.  In addition, product quality has a positive but insignificant effect on purchasing decisions through brand image. Likewise, e-WOM has a positive but insignificant effect on purchasing decisions through brand image.