Published: 2026-07-01
Pengaruh Word of Mouth dan Brand Image terhadap Keputusan Pembelian Produk MS Glow
DOI: 10.35870/emt.v10i3.5279
Abstract
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.
Keywords
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 10 No. 3 (2026)
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Section: Articles
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Published: 2026-07-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/emt.v10i3.5279
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Vera Pebrianti, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
Iis Anisa Yulia, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
Dewi Fitrianti, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
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