<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI"^^ . "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."^^ . "2025" . . . . . . . . . . "UNIVERSITAS SULTAN AGENG TIRTAYASA"^^ . . . "MANAJEMEN PEMASARAN, UNIVERSITAS SULTAN AGENG TIRTAYASA"^^ . . . . . . . . . . . "LUTFI"^^ . "LUTFI"^^ . "LUTFI LUTFI"^^ . . "ADE"^^ . "FITRIYATUNNISA"^^ . "ADE FITRIYATUNNISA"^^ . . "ASEP"^^ . "SUPRIADI"^^ . "ASEP SUPRIADI"^^ . . "UNIVERSITAS SULTAN AGENG TIRTAYASA"^^ . . . "FAKULTAS EKONOMI DAN BISNIS"^^ . . . "JURUSAN MANAJEMEN"^^ . . . . . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Text)"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Text)"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Text)"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Text)"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Text)"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Text)"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Text)"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Text)"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Other)"^^ . . . . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI (Other)"^^ . . . . . . "indexcodes.txt"^^ . . "HTML Summary of #45743 \n\nPENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DIMEDIASI WORD OF MOUTH DAN PRODUCT QUALITY SEBAGAI MODERASI\n\n" . "text/html" . . . "HB Economic Theory"@en . . . "HC Economic History and Conditions"@en . .