The Effect of E-WOM (Electronic - Word of Mouth) Lifestyle on Purchasing Decisions with Brand Image as a Mediating Variable

Abstract

This research aims to explore how electronic word of mouth (E-WOM) and lifestyle impact buying choices, with brand image playing a role as a mediator. The study surveyed 140 individuals residing in Ciayumajakuning, selected using a purposive sampling method, and employed quantitative analysis. The target population comprised the Ciayumajakuning community who had purchased official Shopee compass shoes. The findings show that E-WOM and lifestyle significantly influence brand image and purchasing decisions. Additionally, brand image was identified as a mediator between E-WOM, lifestyle, and purchasing decisions. This investigation enhances comprehension of the factors influencing purchasing decisions regarding compass shoe products on Shopee's official platform, thus contributing significantly to understanding the interplay among E-WOM, lifestyle, brand image, and purchasing decisions in the context of compass shoes.

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