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Pengaruh Electronic Word of Mouth Dan Product Quality Terhadap Purchase Decision Sepatu Aerostreet Dengan Brand Image Sebagai Variabel Mediasi

Year: 2025

Type: article

Abstract: This study aims to examine the influence of electronic word of mouth and product quality on purchase decisions, with brand image as a mediating variable, in the context of Aerostreet shoe products. A quantitative approach was employed using purposive sampling, with a total of 231 respondents. Data were analyzed using SmartPLS version 4 with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results show that electronic word of mouth and product quality have a direct effect on both brand image and purchase decisions. Furthermore, brand image has a significant influence on purchase decisions. Additionally, electronic word of mouth and product quality indirectly affect purchase decisions through brand image. These findings highlight the important role of digital communication and product quality in shaping brand image and influencing consumer purchasing decisions, particularly for local brands such as Aerostreet.

Source: Al-Idarah Jurnal Manajemen dan Bisnis Islam

DOI: 10.35316/idarah.2025.v6i2.219-138

Authors: Maulid Tommy Saputra, Bintoro Bagus Purmono, Arman Jaya, Nur Afifah, Harry Setiawan

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4415118237

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