Brand image mediation of product quality and electronic word of mouth on purchase decision
Keywords:
brand image, eWOM, product quality, purchase decision, word of mouthAbstract
The practical implication that can be given from the findings of this study is that this study can be used as a basic model to evaluate the Samsung smartphone company's strategy for product quality, eWOM, brand image, and consumer purchase decisions. Based on the results of statistical analysis, that product quality and eWOM directly or indirectly through brand image affect consumer purchase decisions. This can be a reference for Samsung company management in making strategies to improve purchase decisions by maintaining product quality, eWOM, and brand image of Samsung smartphones. The practical implication that can be given from the findings of this study is that this study can be used as a basic model to evaluate the Samsung smartphone company's strategy for product quality, eWOM, brand image, and consumer purchase decisions. Based on the results of statistical analysis, that product quality and eWOM directly or indirectly through brand image affect consumer purchase decisions. This can be a reference for Samsung company management in making strategies to improve purchase decisions by maintaining product quality, eWOM, and brand image of Samsung smartphones. that product quality and eWOM directly or indirectly through brand image affect consumer purchase decisions.
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