ELECTRONIC WORD OF MOUTH, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK HERBAL HPAI DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (PADA PELANGGAN PRODUK HERBAL HPAI DI KOTA TANJUNGPINANG)

Abstract

This study aims to determine the effect of electronic word of mouth, product quality and brand image partially on purchasing decisions, the effect of electronic word of mouth, product quality and purchase decisions on brand image. The influence of electronic word of mouth on purchasing decisions through brand image. This research is categorized as a quantitative study because it uses a questionnaire as a reseach instrument which is the primary data in this study. The population in this study were customers of HPAI herbal products in tanjungpinang city. The sampling method used is incidental sampling, with the sampling technique using the slovin formula to obtain 55 respondents. The analytical method used in this research is descriptive test, data quality tes, classical assumption test, path analysis and hypothesis testing. The results of the analysis in this study indicate that electronic word of mouth partially does not have a significantneffect on purchasting decisions, product quality partially has a significant decisions parsually electronic word of mouth has a significant effect on brand image, product quality partially has a significant effect on brand image. The path analysis test explaints that brand image can be a variable that mediates between electronic word of mouth on purchase decisions and brand image is unable to mediate between product quality and purchasing decisions. Based on the research result, it is hopes that HPAI product companies can maintain and improve purchasing decisions by paying attention to what factors can support electronic word of mouth and product quality.