PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL MEDIASI (Studi Empiris pada produk OMG Cosmetics di Kota Madiun)

PUTRI, VARA FEBRIAN PURNOMO (2026) PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL MEDIASI (Studi Empiris pada produk OMG Cosmetics di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to examine the effect of Brand Image, Product Quality, and Electronic Word of Mouth (e-WOM) on Purchase Decision, both directly and through Consumer Trust as a mediating variable, among consumers of OMG Cosmetic products in Madiun City. This research employs a quantitative approach with an explanatory research type and a causal associative design. The population consists of all consumers who have purchased OMG Cosmetic products in Madiun City, with a sample of 384 respondents determined using the Lemeshow formula and a purposive sampling technique. Data were collected through an online questionnaire (Google Form) and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the aid of SmartPLS 4.0. The results show that Brand Image, Product Quality, and e-WOM have a positive and significant effect on both Consumer Trust and Purchase Decision, and Consumer Trust has a positive and significant effect on Purchase Decision, so that all direct-effect hypotheses (H1-H7) are accepted. The mediation test results indicate that Consumer Trust partially mediates the effect of Brand Image, Product Quality, and e-WOM on Purchase Decision, so that the mediation hypotheses (H8-H10) are also accepted. These findings suggest that improving brand image, product quality, and positive digital reviews should be accompanied by strengthening consumer trust in order to encourage a more optimal purchase decision.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Brand Image; Product Quality; Electronic Word of Mouth; Consumer Trust; Purchase Decision.
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis
Depositing User:	PURNOMO FEBRIAN VARA
Date Deposited:	26 Oct 2026 07:26
Last Modified:	26 Oct 2026 07:26
URI:	http://eprint.unipma.ac.id/id/eprint/10700

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