Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image terhadap Keputusan Pembelian (Studi pada Konsumen Skintific di Kota Medan)

Abstract

Strategies that companies can implement in today's digital era to enhance purchasing decisions are through electronic word of mouth and brand image. Electronic word of mouth refers to comments or reviews about products or services shared on digital platforms. Meanwhile, brand image is the perception that arises in consumers' minds when they recall a particular brand of a product. This study aims to determine the influence of electronic word of mouth and brand image on purchasing decisions. The effect of electronic word of mouth and brand image will be analyzed both partially and simultaneously on the purchasing decisions of Skintific consumers in Medan City. A quantitative research method with an associative approach was used. The population in this study was Skintific consumers in Medan City, with a sample of 96 respondents, using purposive sampling. Primary data was obtained through direct distribution of questionnaires, while secondary data was obtained through a literature review. The analytical methods used were validity test, reliability test, classical assumptions, multiple linear regression, partial test, simultaneous test, and determination test, processed using SPSS software. The results of this study indicate that the variables of Electronic Word of Mouth (X1) and Brand Image (X2) have a significant effect on Purchasing Decisions. The coefficient of determination test shows that there is a strong relationship between electronic word of mouth and brand image with an R value of 0.523. Based on the Adjusted R Square value, it is also known that the variables of electronic word of mouth and brand image contribute 25.8%, while the remaining 75.2% is effected by factors outside this research model.