Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Mediasi Pada Followers Brand Fashion Leviora
DOI:
https://doi.org/10.36636/dialektika.v11i2.11087Keywords:
Social Media Marketing, Electronic Word Of Mouth, Brand Image, Purchase DecisionAbstract
This study aims to analyze the influence of social media marketing and electronic word of mouth on purchase decisions with brand image as a mediating variable in followers of Leviora's fashion brand. The study uses a causal quantitative approach with a survey method. The study population was followers of Leviora's official Instagram account. The final sample amounted to 417 respondents who were selected through non-probability sampling using purposive sampling techniques. Data was collected through questionnaires and analyzed using PLS-SEM with SmartPLS 4.0. The results of the study show that social media marketing has a positive effect on purchase decisions and brand image. Electronic word of mouth has a positive effect on purchase decisions and brand image. Brand image has a positive effect on purchase decisions. Brand image also partially mediates the influence of social media marketing and electronic word of mouth on purchase decisions. The whole relationship is significant. It confirms that digital marketing stimuli and consumer reviews drive purchasing decisions both directly and through the formation of a positive brand image.
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