Brand Image Mediates the Influence of E-WOM and Product Quality on Wardah Cosmetic Purchase Decisions (Case Study on Gen Z Women in Ubud District)

This study aims to determine (1) The influence of E-WOM on the decision to purchase Wardah cosmetics (2) The influence of E-WOM on the brand image of Wardah cosmetics (3) The influence of product quality on the decision to purchase Wardah cosmetics (4) The influence of product quality on the brand image of Wardah cosmetics, (5) The influence of brand image on the decision to purchase Wardah cosmetics, (6) The influence of E-WOM on the decision to purchase through brand image as a mediating variable, (7) The influence of product quality on the decision to purchase through brand image as a mediating variable. The object of the study was female Gen Z in Ubud District. The testing method in this study was using SEM-PLS analysis with a sample size of 125 respondents. The results of the analysis in this study are that E-WOM has a positive and significant effect on purchasing decisions with a t-statistic value of 4.417 and P values ​​are <0.001, E-WOM has a positive and significant effect on brand image with a t-statistic value of 3.435 and p values ​​are 0.001, product quality has a positive and significant effect on purchasing decisions with a t-statistic value of 2.449 and p values ​​are 0.014, product quality has a positive and significant effect on brand image with a t-statistic value of 6.487 and p values ​​are <0.001, brand image has a negative and insignificant effect on purchasing decisions with a t-statistic value of 1.36 and p values ​​are 0.174, E-WOM has a positive and significant effect on purchasing decisions through brand image as a mediating variable with a t-statistic value of 1.98 and p values ​​are 0.0272, product quality has a positive and significant effect on purchasing decisions through brand Image as a mediating variable with a t-statistic value of 1.99 and p values ​​are 0.0165.