Nita Septiani Rachman (1), Usman Usman (2)
This study aims to examine the effect of digital marketing on brand image, electronic word of mouth (e-WOM), and purchase decisions, as well as to investigate the mediating roles of brand image and e-WOM among consumers of Margahayu Housing in Kendari. A quantitative research approach with a survey method was employed involving 172 respondents selected using the Slovin formula. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The findings indicate that digital marketing has a positive and significant effect on brand image and e-WOM but does not directly influence purchase decisions. Furthermore, brand image has no significant effect on purchase decisions and does not mediate the relationship between digital marketing and purchase decisions. In contrast, e-WOM has a positive and significant effect on purchase decisions and successfully mediates the relationship between digital marketing and consumers’ purchase decisions.
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