Media publikasi karya ilmiah lulusan S1 Prodi Manajemen Fakultas Ekonomika dan Bisnis Universitas Diponegoro yang memuat berbagai hasil penelitian maupun kajian mengenai manajemen keuangan, manajemen sumber daya manusia, manajemen pemasaran, manajemen strategik dan manajemen operasional.
Faculty of Economics and Business Diponegoro University
Analisis Pengaruh Firm Size, Sales Growth, Cash Conversion Cycle, Managerial Ownership, Institutional Ownership terhadap Return On Assets pada Perusahaan Sektor Manufaktur yang Terdaftar di Bursa Efek Indonesia Periode 2019-2024
This study aims to analyze the effects of firm size, cash conversion cycle, sales growth, managerial ownership, and institutional ownerhsip on corporate financial performance as measured by return on assets (ROA). The research is conducted on manufacturing sector companies listed on the Indonesia Stock Exchange (IDX) during the period 2019–2024. The selected period reflects the dynamics of corporate performance before, during, and after the COVID-19 pandemic, which significantly affected operational activities and corporate profitability. This study employs an explanatory research method with a quantitative approach. The research sample consists of 345 manufacturing companies listed on the Indonesia Stock Exchange during the 2019–2024 period, selected using purposive sampling based on predetermined criteria. The data used are secondary data obtained from companies’ annual financial reports. Data analysis is conducted using panel data regression with the assistance of Stata software. The results indicate that firm size and sales growth have a positive effect on ROA, suggesting that companies with larger asset scales and higher sales growth are more capable of utilizing internal resources efficiently to enhance profitability. The cash conversion cycle has a negative effect on ROA, indicating that efficient working capital management plays an important role in improving corporate financial performance. Meanwhile, managerial ownership and institutional ownerhsip show inconsistent effects on ROA, implying that ownership structure does not always directly contribute to increased corporate profitability. This study is expected to contribute theoretically to the development of financial management literature by strengthening the application of the Resource-Based View in explaining the role of internal firm factors on financial performance. Practically, the findings may serve as a consideration for management, investors, and regulators in formulating strategic policies related to operational efficiency, corporate growth, and ownership structure in manufacturing companies in Indonesia.
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Pengaruh Stres Kerja Dan Transformasi Digital Terhadap Kinerja Karyawan Dengan Work Engagement Sebagai Variabel Intervening: Studi Pada Karyawan Toko Buku Gramedia Di Kota Semarang
This study aims to analyze the effect of job stress and digital transformation on employee performance at Gramedia Bookstore in Semarang City and to examine the role of work engagement as an intervening variable in this relationship. The study seeks to provide a comprehensive understanding of how job stress influences employee performance, both directly and indirectly through employees’ level of work engagement. This study uses a quantitative method using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach, with data analysis conducted using SmartPLS 4.0. Data were collected through non-probability sampling using a total sampling technique by directly distributing questionnaires to employees of Gramedia Bookstore in Semarang City. A total of 50 respondents who met the research criteria were included in the study. The results of the study indicate that job stress has a negative and significant effect on employee performance, while digital transformation has a positive and significant effect on employee performance. In addition, job stress has a positive but insignificant effect on work engagement, whereas digital transformation has a positive and significant effect on work engagement. Work engagement also has a positive but insignificant effect on employee performance. Furthermore, work engagement is unable to mediate the effect of job stress on employee performance as well as the effect of digital transformation on employee performance. Therefore, it can be concluded that the influence of job stress and digital transformation on employee performance is more dominant through direct effects rather than through work engagement as a mediating variable.
Pengaruh Kualitas Makanan Dan Kewajaran Harga Terhadap Kepuasan Pelanggan Dengan Citra Merek Sebagai Variabel Mediasi: Studi Pada Pelanggan Produk Snack Kentang French Fries 2000 Di Kota Semarang
This study aims to analyze the effect of food quality, price fairness, and brand image on customer satisfaction with French Fries 2000 products in Semarang City. This study is based on the phenomenon of the sales performance gap between PT Siantar Top products and its main competitors in digital market. In addition, brand image is tested as a mediating variable to clarify the mechanism of consumer satisfaction formation. The research methos used was quantitative, with questionnaires distributed to 106 respondents through purposive sampling. The research population consisted of French Fries 2000 consumers in Semarang City who were at least 17 years old. Data analysis was performed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with SmartPLS software. The results showed that food quality, price fairness, and brand image had a positive and significant effect on customer satisfaction, both directly and indirectly. Brand image was found to be the most dominant predictor in determining customer satisfaction with a path coefficient of 0,539. These findings confirm that a strong and thrustworthy brand reputation is a key factor for PT Siantar Top in maintaining consumer satisfaction amid competition in the food industry.
Pengaruh Brand Ambassador Dan Potongan Harga Terhadap Keputusan Pembelian Pada Layanan Jasa Transportasi Online Gojek Dengan Minat Beli Ulang Sebagai Variabel Intervening: Studi Kasus Pada Mahasiswa Universitas Diponegoro
The transportation sector has undergone various phases of development, from conventional systems to services now accessible through mobile and digital platforms. Digital innovation has led to the emergence of online transportation services that offer greater ease of access, time efficiency, and broader accessibility for the wider community. Gojek, as one of the major players in Indonesia’s online transportation ecosystem, provides a variety of integrated application-based services, including mobility, food delivery, and other digital utilities. Amid intensifying competition in this industry and the growing adoption of online services, implementing strategic marketing initiatives has become essential for companies to attract consumers and maintain their loyalty, encouraging repeat purchases and thereby increasing sales volume. This study examines the influence of brand ambassadors and price discounts on the purchasing decisions of users of Gojek’s online transportation services, with purchase intention acting as an intervening variable. This study addresses inconsistencies in previous research on the impact of brand ambassadors on purchase intention, with some studies reporting significant positive effects while others report different findings. In addition, research on price discounts in online transportation services remains relatively limited. This finding consistently produced positive and significant findings across several of the variables examined. However, one relationship between variables was negative but not statistically significant. This result provides an opportunity for future research to further investigate the underlying factors. Moreover, the findings of this study are expected to support the development of more effective marketing strategies for companies in the online transportation service industry and enhance understanding of the factors that influence consumer purchasing decisions.
Pengaruh Search Engine Marketing, Social Media Marketing, Digital Presence, Dan Customer Engagement Terhadap Customer Loyalty Melalui Brand Image Dan Trust Sebagai Mediasi: Studi Pada Pengguna Gojek Di Kota Semarang
This study aims to analyze the influence of search engine marketing, social media marketing, digital presence, and customer engagement on brand image, as well as their implications for trust and customer loyalty. This research employs a quantitative approach using Structural Equation Modeling (SEM) with AMOS version 24. Data were collected through questionnaires distributed to 100 respondents who are users of Gojek in Semarang City. The results indicate that customer engagement has the most dominant positive effect on brand image, followed by social media marketing, which also shows a significant positive influence. Meanwhile, digital presence has a significant negative effect, and search engine marketing does not have a significant effect on brand image. Furthermore, brand image has a positive and significant influence on both trust and customer loyalty, with trust emerging as the strongest determinant of customer loyalty. The model fit evaluation shows that most goodness-of-fit indices, such as RMSEA, CFI, and TLI, meet the recommended criteria, indicating that the model is acceptable. This study highlights that customer engagement and trust are key factors in building customer loyalty, rather than merely increasing digital exposure.
Work-Family Conflict: Studi Fenomenologi Pada Pegawai Perempuan Sebagai Minoritas Gender Di Lingkungan Kerja Maskulin: Studi Pada Pegawai Perempuan Di Kantor Regional PT Perkebunan Nusantara I Regional
This study is grounded in the increasing participation of women in the formal workforce, which is not accompanied by a proportional redistribution of domestic responsibilities, thereby intensifying Work-Family Conflict (WFC). The complexity of this phenomenon is further heightened in male dominated organizational contexts that are embedded with patriarchal norms and values. This study aims to explore the lived experiences of female employees and the meanings they construct regarding WFC within such environments.This research employs a qualitative approach using Heideggerian hermeneutic phenomenology to capture participants’ subjective experiences. Data were collected through in-depth interviews with married female employees at the Regional Office of PT Perkebunan Nusantara I Regional 3 and analyzed interpretatively using NVivo 12. The findings demonstrate that WFC is not merely shaped by time-, strain-, and behavior-based dimensions, but is also deeply influenced by structural gender dominance embedded in organizational practices. Three major themes emerged: (1) the constructed meaning of WFC, (2) the lived reality of a masculine workplace, and (3) self-adjustment as a strategic response to sustain both work and family roles.
Pengaruh Green Packaging terhadap Keputusan Pembelian Melalui Persepsi Harga dan Kualitas Produk: Studi pada Konsumen Produk Mcdonald’ S di Kota Semarang
This study aims to analyze the effect of green packaging on price perception, product quality, and purchasing decisions of McDonald’s products in Semarang City. In addition, this study also examines the mediating role of price perception and product quality in the relationship between green packaging and purchasing decisions. The research method used is a quantitative approach with Structural Equation Modeling (SEM) analysis using AMOS software. The sample consists of 138 respondents who are McDonald’s consumers in Semarang City, selected using purposive sampling technique. The results show that green packaging has a positive and significant effect on price perception, product quality, and purchasing decisions. Price perception and product quality are also proven to have a positive and significant effect on purchasing decisions, where product quality has the most dominant influence. Furthermore, the mediation test results indicate that price perception and product quality are able to mediate the effect of green packaging on purchasing decisions. This indicates that the implementation of environmentally friendly packaging not only enhances product image but also influences consumers’ perceptions of price and quality, thereby encouraging purchasing decisions. This study implies that companies need to improve the implementation of green packaging consistently and communicatively in order to enhance consumer perceptions more effectively. In addition, companies should maintain product quality and ensure that pricing is aligned with the perceived benefits received by consumers. Future research is recommended to include additional variables such as brand image or customer satisfaction and to expand the research scope to obtain more comprehensive results.
Analisis Pengaruh Brand Trust dan Perceived Quality terhadap Repurchase Intention melalui Brand Image sebagai Variabel Intervening: Studi pada Konsumen Produk Skincare Azarine di Kota Semarang
This research is driven by the rising trend in skincare use, which intensifies competition in Indonesia's skincare industry. This development is supported by growing public awareness of self care and by the role of social media, such as TikTok, in shaping consumer perceptions through product reviews and user experiences. On the other hand, the emergence of overclaim issues in Azarine serum products has raised consumer concerns about brand trust and product quality, potentially affecting brand image and repurchase intention. Therefore, this study aims to analyse the effect of Brand Trust and Perceived Quality on Repurchase Intention, with Brand Image as an intervening variable. Consumers aged 18 or older who reside in Semarang and have used Azarine skincare products within the last six months were selected as respondents in this study. The sample size of this study was 135 respondents. Data collection was conducted via online questionnaires with a 5-point Likert scale. The sampling technique used was non-probability purposive sampling. The data analysis method used to test the research model was Structural Equation Modelling (SEM) in AMOS 28. The results show that perceived quality has a positive and significant effect on brand image and repurchase intention. Brand trust does not have a significant effect on brand image, but it has a positive and significant effect on repurchase intention. In addition, brand image has been shown to have a positive and significant effect on repurchase intention, indicating that it plays a mediating role in the relationship between these variables and Repurchase Intention.
Pengaruh ATM, BOPO, NPL, LDR, dan ESG terhadap Profitablitias Bank Umum di Indonesia
This study aims to examine the relationship between Automated Teller Machines (ATMs), Break Even Point of Operating Expenses to Operating Income (BOPO), Non-Performing Loan (NPL), Loan-to-Deposit Ratio (LDR), and Environmental, Social, and Governance (ESG) considerations with Return on Assets (ROA). Using a sample of companies listed on the Indonesia Stock Exchange (IDX) from 2019 to 2024, the sample was selected through purposive sampling, comprising a total of 25 companies meeting specific criteria. The analytical approach employed was panel data regression analysis, with the Fixed Effects Model used as the preferred method to directly assess the relationships between independent variables and ROA. The findings indicate that ATMs have an insignificant negative relationship with ROA. Conversely, BOPO, NPLs, and LDR exhibit significant negative relationships with ROA. ESG demonstrates a positive, albeit insignificant, relationship with ROA. Overall, a significant association was observed between these variables and ROA.
Pengaruh Real Time Personalization dan AI Driven Recommendation System terhadap Purhase Decision pada Platform E-Commerce dengan Social Media Influence sebagai Variabel Mediasi: Studi pada Pengguna Shopee di Kota Semarang
This study aims to analyse the effect of real-time personalisation and AI-driven recommendation systems on purchase decisions among Shopee users in Semarang City, with social media influence as a mediation variable in the context of AI-based e-commerce. A quantitative approach was used to collect primary data through a Google Forms-based questionnaire from 96 respondents in Semarang City. Data analysis was performed using SmartPLS software using the SEM-PLS method. The findings indicate that AI-driven recommendation systems have a positive and significant effect on purchase decisions, whereas real-time personalisation does not. Furthermore, social media influence has not been shown to mediate the relationship between the independent variables and purchase decisions. This study offers novelty by integrating AI-based technological stimulus variables and social factors into a single research model and by examining the mediating role of social media influence in a local e-commerce context, specifically among Shopee users in Semarang City. E-commerce managers need to prioritise optimising AI recommendation algorithms to improve purchasing decisions, while using social media as a supporting factor.
Analisis Pengaruh Digital Finance terhadap Environmental, Social, dan Governance (ESG) dengan Green Innovation dan Environmental Information Disclosure sebagai Variabel Intervening: Studi pada Perusahaan Perbankan yang Terdaftar di BEI Periode 2020-2024
This study aims to analyse the effect of Digital Finance Innovation (DFI) on Environmental, Social, and Governance (ESG) performance, with Green Innovation (GI) and Environmental Information Disclosure (EID) as mediating variables, among banking companies listed on the Indonesia Stock Exchange during 2020–2024. The research used a quantitative approach with panel data regression analysis. The sample consisted of 21 banking companies selected through purposive sampling, yielding 105 observations. Data analysis was conducted using Stata 17 with a fixed-effects model (FEM), a Random-Effects Model (REM), and the Sobel Test. The results indicate that DFI has no significant effect on ESG, GI, or EID. Meanwhile, GI and EID have a positive and significant effect on ESG performance. The mediation test shows that GI does not mediate the relationship between DFI and ESG, whereas EID significantly mediates this relationship. These findings indicate that the implementation of digital finance in the Indonesian banking sector remains more oriented toward operational efficiency and administrative transparency than toward substantive sustainability transformation. This study contributes to the development of stakeholder legitimacy and digital transformation theories in explaining ESG practices within the banking industry.
Pengaruh Likuiditas, Profitabilitas, Struktur Modal, Kepemilikan Institusional, dan Ukuran Perusahaan Terhadap Financial Distress: Studi pada Perusahaan Sektor Properti dan Real Estate Yang Terdaftar di Bursa Efek Indonesia Periode 2020-2024
This study aims to analyze the effect of liquidity (Quick Ratio), profitability (Net Profit Margin), capital structure (Debt to Equity Ratio), institutional ownership, and firm size (Ln Total Assets) on the probability of financial distress in property and real estate sector companies listed on the Indonesia Stock Exchange during the 2020–2024 period. Financial distress is proxied using the Interest Coverage Ratio (ICR) in the form of a dummy variable, where companies are categorized as experiencing financial distress if ICR < 1. The research sample consists of 23 companies with a total of 115 observations selected through purposive sampling technique. The analytical method used is binary logistic regression with EViews 12 software. The results show that partially, profitability (Net Profit Margin) and firm size (Ln Total Assets) have a negative and significant effect on the probability of financial distress, indicating that the higher the profitability and the larger the firm size, the lower the probability of financial difficulties. Meanwhile, liquidity (Quick Ratio), capital structure (Debt to Equity Ratio), and institutional ownership have no significant effect. Simultaneously, all five independent variables have a significant effect on financial distress with a Prob (LR Statistic) value of 0.0000. The logistic regression model has a prediction accuracy of 81.74% and a McFadden R-squared value of 33.57%, indicating that the model is good in explaining the variation in financial distress. These findings imply that companies with low profitability and small business scale have a higher risk of financial distress, thus requiring serious attention from management, investors, creditors, and regulators in formulating preventive strategies, investment decisions, and supervisory policies for the property and real estate sector.
Peran Internal Financing dalam Memoderasi Pengaruh Corporate Governance terhadap Leverage pada Perusahaan Manufaktur di Indonesia
Companies seeking long-term growth and development must understand three main elements: corporate governance, capital structure, and financial structure. This study aims to examine the effect of corporate governance on leverage, using internal financing as a moderator and firm size as a control variable. This study was conducted over a five-year period in the manufacturing industry listed on the Indonesia Stock Exchange (IDX). Purposive sampling was used to select 84 out of 344 companies, utilizing secondary data obtained from Bloomberg Terminal and each company’s financial statements. Data testing employed panel data regression and Moderated Regression Analysis (MRA) with a standard error white cross-section (period cluster) approach. Empirical data show that overall corporate governance can affect leverage. Furthermore, the variables AC, MO, IO can directly affect leverage after IF variable is included. In the MRA test, IF variable can moderate and weaken the influence of AC on leverage, and IF is also able to moderate and strengthen the influence of BOD on leverage.
Pengaruh Impulsive Buying Tendency terhadap Impulsive Buying, Kepuasan Pelanggan, dan Niat Keberlanjutan dengan Moderasi Stimulus dan Hedonic Motive: Studi pada Pelanggan The Body Shop
This study is motivated by The Body Shop’s declining performance amid shifting consumer behaviour toward e-commerce platforms. Although known as a pioneer in ethical beauty products, the company faces serious challenges due to its inability to adapt to digital dynamics, particularly in leveraging impulse buying as a sales driver. In this context, impulsive buying behaviour is influenced by the interaction between external stimuli (promotions and app quality) and internal factors such as impulsive buying tendency and hedonistic motives. This study aims to analyse these factors and their impact on customer satisfaction and intention to continue. This study employs a quantitative approach using a survey distributed to 257 student respondents at Diponegoro University who have previously purchased The Body Shop products online. Data analysis employed Structural Equation Modelling (SEM) using AMOS to test causal relationships among variables, including mediation and moderation effects. Validity, reliability, and goodness-of-fit tests were conducted to ensure the model’s suitability. The results of the study indicate that all hypotheses were significantly accepted. Impulsive buying tendency was found to positively affect e-impulsive buying, and this relationship was strengthened by the stimulus. E-impulsive buying positively affects customer satisfaction, which in turn has a very strong effect on the intention to continue. Additionally, the impulsive buying tendency also has a direct effect on customer satisfaction, while the hedonic motive moderates the relationship between e-impulsive buying and customer satisfaction. However, empirical findings indicate low levels of impulsive buying, customer satisfaction, and repurchase intention among The Body Shop consumers, suggesting a failure to establish an optimal chain of impulsive satisfaction. The implications of this study underscore the importance of revitalising digital stimulus strategies, enhancing hedonistic experiences through interactive features, and optimising the impulsive purchasing process to improve customer satisfaction and loyalty. This study also has limitations regarding its single subject and the limited geographical scope of respondents; therefore, future research is recommended to conduct comparative studies, expand the sample, and integrate qualitative approaches to gain a deeper understanding.
Pengaruh Efektivitas Pelatihan terhadap Kinerja Pegawai dengan Kompetensi Soft Skill sebagai Variabel Mediasi: Studi pada Peserta Pelatihan Di PPSDM Kemendikdasmen
This study aims to examine the effect of training effectiveness on employee performance with soft skill competency as a mediating variable. The study was conducted at PPSDM of the Ministry of Primary and Secondary Education involving 150 employees who had participated in training programs. Data were collected using questionnaires and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results indicate that training effectiveness has a positive and significant effect on soft skill competency. Furthermore, soft skill competency significantly improves employee performance. However, the direct effect of training effectiveness on employee performance tends to be weaker compared to the indirect effect. The mediation test confirms that soft skill competency significantly mediates the relationship between training effectiveness and employee performance. These findings emphasize that improving employee performance in public sector organizations can be achieved more effectively through strengthening soft skill competency as an internal mechanism in transferring training outcomes into workplace practices.
Pengaruh Customer Experience sebagai Variabel Mediasi antara Brand Trust dan Brand Engagement terhadap Purchase Intention di Sektor Industri FMCG: Studi pada Konsumen Unilever Gen Z
The fast-moving consumer goods (FMCG) industry is one of the sectors with significant growth, particularly in the beauty and personal care category. However, despite the growth of the industry, PT Unilever has experienced a decline in sales and market share in the domestic market. This condition creates a paradox, as brand trust and brand engagement toward several Unilever brands remain relatively high but have not been effectively converted into purchase intention. Therefore, by using customer experience as mediating variable, this study aim to examine how brand trust and brand engagement affect purchase intention. This research on Gen Z at Semarang City use Quantitative approach and survey as data collection methods. Purposive sampling technique was used in the process of determining and taking samples with the number of respondents involved being 214 people. Data were collected through an online questionnaire and analyzed using Structural Equation Modelling (SEM) with the assistance of SPSS and AMOS. This study`s findings indicate that purchase intention is positively and significantly affected by brand trust and brand engagement. Furthermore, this study also demonstrated that the relationship between brand trust and brand engagement on purchase intention is able to get mediated by customer experience.
Studi Fenomenologi Makna Kepuasan Kompensasi Bagi Karyawan Generasi Z
This study aims to explore how Generation Z employees construct the meaning of compensation satisfaction by examining the financial and non-financial factors that shape their perceptions and experiences. It seeks to understand the subjective meaning they attach to compensation in the workplace. The research also intends to provide insights that help organisations design compensation systems that align with the needs and expectations of younger employees. The research was conducted using a qualitative-phenomenological approach. The research explores the subjective experiences of nine Generation Z informants who are alumni of Diponegoro University and employed across different sectors. The findings indicate that compensation satisfaction is shaped not only by salary but also by the alignment with personal and generational needs, career development opportunities, and organisational culture. Generation Z views compensation as both recognition of effort and a means of achieving well-being, in which non-financial aspects such as work-life balance, learning opportunities, and appreciation are equally important. These insights show that companies should create fair and appropriate compensation systems so that Generation Z employees feel more motivated, engaged, and willing to stay with the company.
Pengaruh Social Media Marketing dan Brand Innovativeness terhadap Brand Loyalty dengan Customer Brand Engagement sebagai Variabel Mediasi (Studi Pada Konsumen Citra Body Lotion di Indonesia)
Amid the rapid growth of social media and intensifying competition in the body care industry, brand loyalty has become a major challenge for established brands in the market. Citra Body Lotion, one of Indonesia's legendary brands, has shown signs of declining brand performance in recent years, accompanied by low engagement rates on its social media platforms that reflect weakening consumer interaction with the brand. Therefore, understanding the factors that drive brand loyalty becomes crucial, particularly through the role of social media marketing and brand innovativeness with customer brand engagement as a mediating mechanism. This study employs a quantitative approach by distributing questionnaires to respondents who meet the criteria as Citra Body Lotion consumers in Indonesia. The sampling technique used is purposive sampling with a total sample of 136 respondents. The collected data were analyzed using Structural Equation Modeling (SEM) with the assistance of AMOS software to examine both direct and indirect relationships among the research variables. The results indicate that social media marketing and brand innovativeness have a positive and significant effect on customer brand engagement. Furthermore, customer brand engagement is proven to have a positive and significant effect on brand loyalty and is able to significantly mediate the relationship between both independent variables. In addition, social media marketing and brand innovativeness also directly and positively affect brand loyalty in a significant manner. This study emphasizes the importance of interactive digital marketing strategies and continuous brand innovation for companies to maintain consumer loyalty in an increasingly competitive digital era.
THE INFLUENCE OF E-WOM, PERCEIVED QUALITY AND PRICE ON PURCHASE DECISIONS WITH BRAND IMAGE AS AN INTERVENING VARIABLE (Study on The Body Shop Consumers in Semarang City)
The cosmetics and body care industry is experiencing rapid development as consumer awareness of skin health, environmental sustainability, and clean beauty trends increases. This condition encourages increasingly fierce competition between cosmetics brands, including for The Body Shop, which is known as a brand based on ethical values and sustainability. Although it remains one of the market leaders, The Body Shop's sales data in Indonesia shows a downward trend from 2021 to 2024. This decline indicates a change in consumer behavior and an increasing influence of other factors in the purchase decision-making process, such as electronic word of mouth (E-WOM), perceived quality, and price. This study aims to analyze the influence of E-WOM, perceived quality, and price on purchase decisions with brand image as an intervening variable in consumers of The Body Shop in Semarang City. This study uses a quantitative approach with a survey method through the distribution of questionnaires to 240 respondents who have used The Body Shop product. The data analysis technique used is Structural Equation Modelling (SEM) with the help of the AMOS program version 29.0. The results of the study show that E-WOM, perceived quality, and price have a positive effect on brand image. In addition, E-WOM, perceived quality, and price also have a positive effect on purchase decisions. The findings of this study show that consumer perception of product quality, information from other consumers in digital media, and price suitability have an important role in shaping brand image and driving purchase decisions. A strong brand image has also been proven to strengthen the relationship between these factors and consumer purchasing decisions.