Pengaruh Word of Mouth dan Brand Image terhadap Keputusan Pembelian Produk MS Glow
DOI:
https://doi.org/10.35870/emt.v10i3.5279Keywords:
Purchase Decisions, Word of Mouth, Brand ImageAbstract
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.
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