Aysyah, Siti (2025) THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, AND ELECTRONIC WORD OF MOUTH ON THE PURCHASE DECISION OF HERBORIST BODY SERUM PRODUCTS AT UNIVERSITY OF DARUSSALAM GONTOR FEMALE CAMPUS. S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

Companies must comprehend the factors that affect consumer purchasing decisions in order to enhance their product positioning and competitiveness in the market due to the increasing fierce market competition. Brand image and product quality are considered as one of the key factors that influence consumer decisions. On the other hand, electronic Word of Mouth (eWOM) is becoming an important element in shaping consumer perception through reviews or recommendations shared on digital platforms. The combination of a strong brand image, consistent product quality, and effective eWOM management can create a more relevant marketing strategy, thus strengthening the relationship between brands and consumers in today's digital era. This study aims to examine the effect of brand image, product quality, and electronic word of mouth (eWOM) on purchasing decisions for Herborist body serum products among female students at Darussalam Gontor University. This research employs a quantitative approach with a survey method, involving 133 respondents selected through purposive sampling. Data were collected using a Likert scale questionnaire and analyzed using multiple linear regression. The results indicate that brand image has a significant positive effect on purchasing decisions, suggesting that a strong brand image can influence consumers to purchase the product. Product quality was also found to have a significant positive impact on purchasing decisions, demonstrating that high-quality products can attract consumer interest. On the other hand, eWOM was found to have a significant negative effect on purchasing decisions. This finding suggests that negative reviews circulating on social media or digital platforms can reduce consumer interest in the product. In conclusion, brand image and product quality contribute positively to purchasing decisions, while eWOM has a negative impact. The theoretical implications of this study emphasize the importance for companies to manage brand image and product quality effectively, while also taking into account the influence of information shared on digital platforms that can impact consumers' buying decisions. Keyword: Brand Image, Product Quality, E-Wom, Purchase Decision.

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