eprintid: 47087 rev_number: 17 eprint_status: archive userid: 5053 dir: disk0/00/04/70/87 datestamp: 2025-03-17 03:37:24 lastmod: 2025-03-17 03:37:24 status_changed: 2025-03-17 03:37:24 type: thesis metadata_visibility: show creators_name: Muhammad Akmal, Fakhri creators_id: 5551200131 contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Lutfi, Lutfi contributors_name: Azie Setya, Yanto contributors_id: 196711032005011001 contributors_id: 197710072005011002 corp_creators: Universitas Sultan Ageng Tirtayasa corp_creators: Fakultas Ekonomi dan Bisnis corp_creators: Pogram Studi Manajemen title: PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN WORD OF MOUTH SEBAGAI MEDIASI DAN PRODUCT QUALITY SEBAGAI MODERASI (Studi Kasus Pembelian Air Mineral Dalam Kemasan Merek Ades di Kota Cilegon) ispublished: pub subjects: HB divisions: Managemen divisions: FEB full_text_status: restricted keywords: Brand Image, Purchase Decision, Word of Mouth, Product Quality note: Penelitian ini bertujuan untuk mengetahui pengaruh brand image (X) terhadap purchase decision (Y) dengan word of mouth (Z) sebagai variabel intervening dan product quality (Z2) sebagai variabel moderasi. Penelitian ini menggunakan metode penelitian kuantitatif. Pengumpulan data berdasarkan penelitian pustaka dan kuisioner. Populasi dalam penelitian ini adalah semua individu yang berdomisili di Kota Cilegon dengan umur lebih dari 17 tahun yang pernah membeli Ades minimal 1 kali pembelian. Sampel penelitian ini berjumlah 126 responden dengan convenience 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 berpengaruh dan signifikan terhadap Purchase Decision. (2) Brand Image berpengaruh dan signifikan terhadap Word of Mouth. (3) Word of Mouth tidak berpengaruh dan tidak signifikan terhadap Purchase Decision. (4) Word of Mouth tidak memediasi hubungan Brand Image terhadap Purchase Decision. (5) Product Quality berpengaruh dan signifikan terhadap Purchase Decision. (6) Product Quality tidak memoderasi hubungan Brand Image terhadap Purchase Decision. abstract: This study aims to determine the effect of brand image (X) on purchase decision (Y) with word of mouth (Z) as an intervening variable and product quality (Z2) as a moderating variable. This study uses a quantitative research method. Data collection is based on library research and questionnaires. The population in this study were all individuals domiciled in Cilegon City over the age of 17 who had purchased Ades at least once. The sample of this study was 126 respondents with convenience sampling. The data analysis method in this study was descriptive statistical analysis and Structural Equation Modeling (SEM) analysis with the SmartPLS 4.0 Professional analysis tool. The results of this study indicate: (1) Brand Image has an influence and is significant on Purchase Decision. (2) Brand Image has an influence and is significant on Word of Mouth. (3) Word of Mouth has no influence and is not significant on Purchase Decision. (4) Word of Mouth does not mediate the relationship between Brand Image and Purchase Decision. (5) Product Quality has an influence and is significant on Purchase Decision. (6) Product Quality does not moderate the relationship between Brand Image and Purchase Decision. date: 2025 date_type: published pages: 116 institution: Universitas Sultan Ageng Tirtayasa department: Manajemen thesis_type: sarjana thesis_name: sarjana citation: Muhammad Akmal, Fakhri (2025) PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN WORD OF MOUTH SEBAGAI MEDIASI DAN PRODUCT QUALITY SEBAGAI MODERASI (Studi Kasus Pembelian Air Mineral Dalam Kemasan Merek Ades di Kota Cilegon). S1 thesis, Universitas Sultan Ageng Tirtayasa. document_url: https://eprints.untirta.ac.id/47087/1/Fakhri%20Muhammad%20Akmal_5551200131_Fulltext.pdf document_url: https://eprints.untirta.ac.id/47087/3/Fakhri%20Muhammad%20Akmal_5551200131_02.pdf document_url: https://eprints.untirta.ac.id/47087/4/Fakhri%20Muhammad%20Akmal%205551200131_03.pdf document_url: https://eprints.untirta.ac.id/47087/5/Fakhri%20Muhammad%20Akmal_5551200131_04.pdf document_url: https://eprints.untirta.ac.id/47087/6/Fakhri%20Muhammad%20Akmal_5551200131_05.pdf document_url: https://eprints.untirta.ac.id/47087/7/Fakhri%20Muhammad%20Akmal_5551200131_Reff.pdf document_url: https://eprints.untirta.ac.id/47087/8/Fakhri%20Muhammad%20Akmal_5551200131_Lamp.pdf document_url: https://eprints.untirta.ac.id/47087/17/Fakhri%20Muhammad%20Akmal_5551200131_01.pdf