Pengaruh Social Media Marketing, Brand Image, dan E-WOM Terhadap Keputusan Pembelian Produk The Body Shop Di Kota Bekasi

Abstract

This study aims to explore the impact of social media marketing, brand image, and E-WOM on consumer purchasing decisions for The Body Shop products in Bekasi City. The methodology applied is a quantitative approach with descriptive and causal research designs. Data was collected through questionnaires distributed to 180 respondents who live in Bekasi City, have purchased The Body Shop products, and follow the brand's official social media accounts. Data analysis was conducted using IBM SPSS 27 statistical software, with validity, reliability, and classical assumption testing. The results showed that all independent variables simultaneously had a significant influence on purchasing decisions, with brand image as the most influential factor. The R² value of 0.543 indicates that 54.3% of the variation in purchasing decisions can be explained by this model, while the rest is influenced by other variables not examined in this study.