PENGARUH BRAND IMAGE TERHADAP PURCHASING DECISION DENGAN WORD OF MOUTH SEBAGAI VARIABEL MEDIASI (STUDI PADA PENJUALAN PRODUK SKINCARE GLAD2GLOW DI KABUPATEN BLORA)

Nugraheni, Eva (2026) PENGARUH BRAND IMAGE TERHADAP PURCHASING DECISION DENGAN WORD OF MOUTH SEBAGAI VARIABEL MEDIASI (STUDI PADA PENJUALAN PRODUK SKINCARE GLAD2GLOW DI KABUPATEN BLORA). Skripsi thesis, Universitas BPD.

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Abstract

This study was conducted with the aim of determining the influence of brand image on purchasing decisions with word of mouth as a mediating variable in the study of Glad2Glow skincare product sales in Blora Regency. With several considerations, researchers use quantitative methods as a method of data collection and analysis. The population in this study were all consumers who have purchased or used Glad2Glow brand skincare products in Blora Regency. A sample of 140 respondents was taken using a non-probability sampling method with a purposive sampling technique. Data collection was carried out through distributing questionnaires. Data analysis used SmartPLS Version 4 software. The results of the study show that brand image has a positive influence on purchasing decisions both directly and indirectly through word of mouth.

Item Type:	Thesis (Skripsi)
Additional Information:	Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh brand image terhadap purchasing decision dengan word of mouth sebagai variabel mediasi studi pada penjualan produk skincare Glad2Glow di Kabupaten Blora. Dengan beberapa pertimbangan, peneliti menggunakan metode kuantitatif sebagai metode pengumpulan data dan analisis. Populasi dalam penelitian ini adalah seluruh konsumen yang pernah membeli atau menggunakan produk skincare merek Glad2Glow di Kabupaten Blora. Sampel sebanyak 140 responden diambil menggunakan metode non-probability sampling dengan teknik purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner. Analisis data menggunakan software SmartPLS Versi 4. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif terhadap purchasing decision baik secara langsung maupun tidak langsung melalui word of mouth.
Uncontrolled Keywords:	brand image, word of mouth, purchasing decision, skincare,Blora
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	16 Mar 2026 04:47
Last Modified:	16 Mar 2026 04:47
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3083

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