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All Journal Al-Idarah : Jurnal Manajemen dan Bisnis Islam
Saputra, Maulid Tommy
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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PENGARUH ELECTRONIC WORD OF MOUTH DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION SEPATU AEROSTREET DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI Saputra, Maulid Tommy; Purmono, Bintoro Bagus; Jaya, Arman; Afifah, Nur; Setiawan, Harry
Al-Idarah Vol 6 No 2 (2025): Al-Idarah : Jurnal Manajemen dan Bisnis Islam
Publisher : Fakultas Syariah dan Ekonomi Islam Universitas Ibrahimy

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35316/idarah.2025.v6i2.219-138

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.
Co-Authors Arman Jaya Harry Setiawan Muhammad Afif Purmono, Bintoro Bagus