Analysis of the Role of Brand Equity, Digital Marketing and Word of Mouth, as a Strategy to Improve Purchase Decisions at Nesaifah Boutique

The purpose of the research is to investigate whether brand equity, digital marketing and word-of-mouth affected customers’ decisions to buy at Nesaifah boutique. The 102 participants were selected by using a purposive sampling method and meeting the requirement that they had made purchases at Nesaifah boutique more than once. Outer and inner model are the tests used in this research, with Structural Equation Modeling (SEM) analysis techniques. Smartpls 4 is a test tool used in research. The research results showed that the variables word of mouth and brand equity had a positive and significant effect on purchasing decisions at Nesaifah Boutique. while digital marketing has no effect on purchasing decisions at Nesaifah Boutique.