PENGARUH BRAND AMBASSADOR, ELECTRONIC WORD OF MOUTH , DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA SKINCARE SOMETHINC

The growing number of similar companies has tightened competition in the market, high demand for beauty products has triggered the emergence of various beauty brands, both local and international brands. One beauty brand that has recently become popular is Somethingnc. Somethinc succeeded in being ranked first best seller in E-commerce with sales figures reaching Rp. 53.2 Billion. Therefore, the aim of this research is to find out whether Brand Ambassador, Electronic Word Of Mouth, Digital Marketing influence purchasing decisions with Brand Image as a mediating variable. This research uses a quantitative type of research, the sample in this research is 200 consumers who use somethinc products. The data collection technique used was by distributing questionnaires and literature study. The data analysis method was carried out using Lisrel version 8.8 software, which adopts the Structural Equation Modeling (SEM) model used to test the validity and reliability of the instrument, goodness of fit model, and the relationships hypothesized in the proposed theoretical model. The results of the analysis conclude that Brand Ambassador has a positive and significant influence on Brand Image, Electronic Word of Mouth has a positive and significant influence on Brand Image, Digital Marketing has a positive and significant influence on Brand Image, Brand Ambassador has a negative and significant influence on Purchasing Decisions, Electronic Word of Mouth has a positive and significant effect on Purchasing Decisions, Digital Marketing has a positive and significant effect on Purchasing Decisions, Brand Image has a positive and significant effect on Purchasing Decisions.