HOW PRODUCT QUALITY AND EWOM SHAPE PURCHASE DECISION THROUGH BRAND IMAGE: EVIDENCE FROM YOGYAKARTA CONSUMERS
DOI:
https://doi.org/10.51878/academia.v6i4.14224Keywords:
Brand Image, eWOM, Product Quality, Purchase Decision, HanasuiAbstract
The rapid growth of the cosmetics industry has intensified competition among brands, making product quality, electronic word of mouth (eWOM), and brand image important factors in consumers’ purchase decisions. This study aims to examine the effects of product quality and eWOM on purchase decision, both directly and indirectly through brand image, among Hanasui cosmetic consumers in Yogyakarta. A quantitative approach was employed using a survey of 254 Hanasui consumers selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that product quality does not significantly affect brand image (β = 0.100; p = 0.144), whereas eWOM has a significant positive effect on brand image (β = 0.254; p < 0.001). Brand image does not significantly affect purchase decision (β = −0.086; p = 0.179), while product quality (β = 0.351; p < 0.001) and eWOM (β = 0.236; p = 0.004) have significant positive effects on purchase decision. The indirect effects of product quality and eWOM on purchase decision through brand image are also not significant. These findings indicate that consumers’ purchase decisions are more directly associated with product quality and eWOM than with brand image as a mediating mechanism.
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