Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Lipstik Pixy Cosmetics di Kota Surabaya)
Fauziah Putri Indi Rahmawati,
Rizky Dermawan
Abstract:Dalam memasarkan produk E-WOM di platform online, citra positif produk menjadi satu diantara indikator yang diperhitungkan pelanggan ketika menetapkan keputusan pembelian. Penelitian tersebut bertujuan guna memahami dampak electronic word of mouth bagi brand image, dampak electronic word of mouth bagi keputusan pembelian, dan dampak E-WOM bagi keputusan pembelian lipstik dari Pixy Cosmetics di Kota Surabaya dengan menggunakan brand image sebagai variabel antara. Bentuk riset yang diterapkan ialah penelitian ku… Show more
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