@phdthesis{eprintuntirta47174,
          author = {Dita Keumala Hayati Djayadisastra},
            note = {Penelitian ini bertujuan untuk mengetahui peran Brand Image (Z) dalam memediasi Purchase Decision (Y) pada konsumen body lotion Scarlett Whitening di Kota Bekasi. Metode penelitian yang digunakan adalah kuantitatif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah penduduk Kota Bekasi yang berusia minimal 17 tahun. Sampel penelitian ini berjumlah 128 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis yang digunakan SmartPLS 4.1.0.1. Penelitian ini memiliki hasil: (1) Celebrity Endorser berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Electronic Word of Mouth berpengaruh negatif dan tidak signifikan terhadap Purchase Decision. (3) Celebrity Endorser berpengaruh positif namun tidak signifikan terhadap Brand Image. (4) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Brand Image. (5) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Celebrity Endorser berpengaruh positif namun tidak signifikan terhadap Purchase Decision yang dimediasi oleh Brand Image. (7) Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Purchase Decision yang dimediasi oleh Brand Image.},
          school = {UNIVERSITAS SULTAN AGENG TIRTAYASA},
           title = {BRAND IMAGE SEBAGAI INTERVENING PADA PURCHASE DECISION (STUDI PADA PENGGUNA PRODUK BODY LOTION SCARLETT WHITENING DI BEKASI)},
            year = {2025},
             url = {https://eprints.untirta.ac.id/47174/},
        abstract = {This study aims to determine the role of Brand Image (Z) in mediating Purchase Decision (Y) for consumers of Scarlett Whitening body lotion in Bekasi City. The research method used is quantitative. This research collects data based on questionnaires and literature studies. The population in this study were residents of Bekasi City who were at least 17 years old. The sample of this study amounted to 128 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the analysis tool used SmartPLS 4.1.0.1. This research has results: (1) Celebrity Endorser has a positive and significant effect on Purchase Decision. (2) Electronic Word of Mouth has a negative and insignificant effect on Purchase Decision. (3) Celebrity Endorser has a positive but insignificant effect on Brand Image. (4) Electronic Word of Mouth has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchase Decision. (6) Celebrity Endorser has a positive but insignificant effect on Purchase Decision which is mediated by Brand Image. (7) Electronic Word of Mouth has a positive and significant effect on Purchase Decision which is mediated by Brand Image.},
        keywords = {Celebrity Endorser, Electronic Word of Mouth, Brand Image, Purchase Decision.
Celebrity Endorser, Electronic Word of Mouth, Brand Image, Purchase Decision.}
}