The Role of Brand Image Mediates the Effect of Word of Mouth on Purchase Decisions at Erimarebangun Stores

ABSTRACT : Consumer purchasing decisions are basically not only dependent on the brand image created by a company, but on the role of consumers in influencing other consumers to buy company products. Thepurposeofthisstudywastoexplaintheeffectofwordofmouthonbrandimage,toexplaintheinfluenceof wordofmouthonpurchasingdecisions,toexplainhowbrandimageaffectspurchasingdecisions,andtoexplain the role of brand image mediating the influence of word of mouth on purchasing decisions. This study uses primarydataobtainedthroughdistributingquestionnaires.Thenumberofsamplesusedwas110respondents.The results showed that 1) word of mouth (WOM) had a positive and significant effect on brand image,word of mouth (WOM) had a positive and significant effect on purchasing decisions, 3) brand image had a positive and significant effect on purchasing decisions, 4) brand image (M) is a variable that mediates word of mouth (X) in purchasing decisions (Y) or in other words, word of mouth has an indirect effect on purchasing decisions through brand image. The advice given is that the Erimarebangun store should always ensure the quality and model of products sold are in accordance with consumer desires so that it will be easier to attract consumers to buyproducts. KEYWORDS : word of mouth, brand image, purchasing decisions