@phdthesis{eprintuntirta45743,
          school = {UNIVERSITAS SULTAN AGENG TIRTAYASA},
           title = {PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI},
          author = {ADE FITRIYATUNNISA},
            year = {2025},
            note = {Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image (X) terhadap Purchase Decision (Y) dimediasi Word of Mouth (Z) dan Product Quality (M) sebagai variabel moderasi pada pengguna Scarlett. Penelitian ini menggunakan metodologi kuantitatif dengan pendekatan deskriptif. Pengumpulan data berdasarkan penelitian pustaka dan kuisioner. Populasi dalam penelitian ini adalah pengguna produk Scarlett di Perguruan Tinggi Swasta Kota Serang. Sampel pada penelitian ini berjumlah 112 responden dengan penarikan menggunakan teknik  probability sampling, yaitu accidental sampling. Metode analisis data pada penelitian ini adalah analisis statistik deskriptif dan analisis Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.0 Professional. Hasil penelitian ini menunjukkan bahwa: (1) Brand Image tidak berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (3) Word of Mouth berpengaruh positif dan signifikan terhadap Purchase Decision. (4) Word of Mouth mampu memdiasi hubungan Brand Image dengan Purchase Decision. (5) Product Quality berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Product Quality Tidak mampu memediasi hubungan Brand Image dengan Purchase Decision.},
             url = {https://eprints.untirta.ac.id/45743/},
        abstract = {This study aims to determine the influence of Brand Image (X) on Purchase Decision (Y) mediated by Word of Mouth (Z) and Product Quality (M) as moderation variables  in Scarlett users. This study uses a quantitative methodology with a descriptive approach. Data collection is based on literature research and questionnaires. The population in this study is users of Scarlett products at Private Universities in Serang City. The sample in this study amounted to 112 respondents with a draw using probability sampling techniques, namely accidental sampling. The data analysis method in this study is descriptive statistical analysis and Structural Equation Modelling (SEM) analysis with the SmartPLS 4.0 Professional analysis tool. The results of this study show that: (1) Brand Image does not have a positive and significant effect on Purchase Decision. (2) Brand Image has a positive and significant effect on Purchase Decision. (3) Word of Mouth has a positive and significant effect on Purchase Decision. (4) Word of Mouth is able to define the relationship between Brand Image and Purchase Decision. (5) Product Quality has a positive and significant effect on Purchase Decision. (6) Product Quality is not able to mediate the relationship between Brand Image and Purchase Decision.},
        keywords = {Brand Image, Word of Mouth, Product Quality, Purchase Decision. 
Brand Image, Word of Mouth, Product Quality, Purchase Decision.}
}