THE EFFECT OF E-WORDS OF MOUTH AND INGREDIENTS QUALITY OF SKINCARE ON PURCHASING DECISION WITH BRAND IMAGE AS INTERVENING VARIABLES (Case Study on Scarlett Whitening Consumers in Pontianak City)
Abstract
THE EFFECT OF E-WORDS OF MOUTH AND INGREDIENTS QUALITY OF SKINCARE ON PURCHASING DECISION ON SCARLETT WHITENING WITH BRAND IMAGE AS INTERVENING VARIABLES
(Case Study on Consumer Scarlett Whitening in Pontianak City)
By :
Lazioris
Major in Management (International Class)
Faculty of Economic and Business
Universitas Tanjungpura
ABSTRACT
This study aims to analyze and examine the effect of e-word of mouth and quality of skincare ingredients on purchasing decisions with brand image as an intervening variable. This research is a type of quantitative research and focuses on populations and samples collected in the form of primary data. Based on the sampling technique using the purposive sampling method, a sample of 100 respondents was obtained. The data was obtained by distributing questionnaires containing questions to prospective respondents. Data analysis techniques in this study were descriptive analysis, validity and reliability tests, classical assumption tests, linear regression analysis, path analysis, partial tests (t test) and coefficient of determination tests using SPSS version 25. The results showed that the variable e-word of Mouth has a positive and significant effect on brand image, Ingredients Quality variable has a positive and significant effect on brand image, e-word of mouth has a positive and significant effect on purchasing decisions, ingredients quality has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions. The results of this study also show that brand image is unable to mediate between e-word of mouth on purchasing decisions. Meanwhile, brand image is able to mediate between ingredient quality on purchasing decisions.
Keywords : E-Word of Mouth, Ingredients Qualitiy, Brand Image, Purchasing
Decision.
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