PENGARUH PROMOSI, E-WOM (Electronic Word of Mouth), DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Air Minum Dalam Kemasan (AMDK) Produk Ades di Kota Semarang)

This research examines the influence of Promotion, Electronic Word of
Mouth, and Price on Purchasing Decisions with Brand Image as an intervening
variable for consumers of Ades bottled drinking water products in Semarang City.
This research is motivated by a decline in sales levels in the last 3 years for Ades
bottled drinking water products. This shows that Ades has not been able to lead the
bottled drinking water market in Indonesia ahead of its competitors. This research
was conducted using quantitative research methods, the research population was
consumers who had purchased Ades bottled drinking water products in Semarang
City. This research used a purposive sampling technique, and collected data from
96 respondents. The data collection method in this research uses a questionnaire
with SEM (Structural Equation Modeling) analysis techniques on SmartPLS 3.29
software as a tool in research analysis. The research results show that promotion,
electronic word of mouth, and price have a positive effect on brand image.
Promotion has an effect on purchasing decisions, electronic word of mouth has no
effect on purchasing decisions, price has no effect on purchasing decisions. Brand
image influences purchasing decisions. Promotion, electronic word of mouth, and
price have a positive influence on purchasing decisions mediated by Brand Image.
Keywords: Promotion, Electronic word of mouth, Price, Brand Image, Purchase
decision.