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All Journal Jurnal EMT KITA
Pebrianti, Vera
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Economics, Econometrics & Finance

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Pengaruh Word of Mouth dan Brand Image terhadap Keputusan Pembelian Produk MS Glow Pebrianti, Vera; Yulia, Iis Anisa; Fitrianti, Dewi
Jurnal EMT KITA Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i3.5279

Abstract

This study aims to determine the influence of word of mouth and brand image on purchasing decisions for MS Glow products. This research is a quantitative and causal associative study. Data collection in this study was obtained from a survey using a questionnaire technique to MS Glow consumers. The data analysis technique used is Multiple Linear Regression. The results of the study indicate that partially word of mouth and brand image have a positive influence on purchasing decisions. Simultaneously, word of mouth and brand image together influence purchasing decisions.
Co-Authors Dewi Fitrianti Yulia, Iis Anisa