https://mail.insyma.org/proceedings/files/original/articles/136_DONE%20SUSULAN_Adrianto%20INSYIMA%202024-2.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Proceedings of the International Symposium on Management (INSYMA) (Vol 21, 2024) Proceedings meta_title The Influence of Brand Image on Purchasing Decisions Through Word of Mouth on Hisana Fried Chicken Consumers Author #1 Adrianto Trimarjono Author #2 M. Jalaludin Abstract/Description Hisana Fried Chicken is a culinary company that has been capable to grow rapidly middle the economics crisis following the Covid 19 pandemic . Its development has reached more than 1000 outlets spreads throughout the archipelago . This development made it widely known in society , thus underlying the research in the form of a thesis which aims to determine the influence of brands image on purchasing decisions through word of mouth . The research approaches used was quantitative , the population was consumers of Hisana Fried Chicken in Bendil hamlet , Kepatihan village , Gresik district . The sample was determined by using a non- probability sampling method with a purposive sampling technique with the criteria of being more than 17 years old and having made a purchase at least once. A minimum sample of 30 respondents is a sample obtained through distributing questionnaires as data collection . The results of distributing the questionnaire collected 50 pieces of data that met the complete requirements so that it could be processed statistics . The data analysis technique uses path analysis with 2 regression testing structures . Structure I with 2 equations using simple linear regression analysis . Structure II with 1 equation for multiple linear regression analysis . To test the moderating variables using the Sobel test . The results of research on hypothesis testing (t), based on regression analysis of brands image , it is concluded that the brand has a significance influence on purchasing decisions with a significance value of 0,000, brand image also has a significance influence on word of mouth with a significance value of 0,000 and word of mouth influences purchasing decisions with a value of significance 0.000. The results of the Sobel test prove that there is a significant influence of brands image on purchasing decisions through word of mouth among Hisana Fried Chicken consumers . in Bendil hamlet , Kepatihan village , Gresik district. keywords a;b;c;d brands image, word of mouth, purchasing decisions publication_date 2025/06/20 2024/06/15 pdf_url https://insyma.org/proceedings/files/original/articles/136_DONE%20SUSULAN_Adrianto%20INSYIMA%202024-2.pdf abstract_html_url https://insyma.org/proceedings/items/show/ https://insyma.org/proceedings/items/show/302 firstpage 763 lastpage 768 issn 3047-857X 3047-857X conference Proceedings of the International Symposium on Management (INSYMA) Proceedings of the International Symposium on Management (INSYMA) publisher_name Fakultas Bisnis dan Ekonomika, Universitas Surabaya Fakultas Bisnis dan Ekonomika, Universitas Surabaya no article 302 Volume 21 URL https://insyma.org/proceedings/files/original/articles/136_DONE%20SUSULAN_Adrianto%20INSYIMA%202024-2.pdf Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The Influence of Brand Image on Purchasing Decisions Through Word of Mouth on Hisana Fried Chicken Consumers Creator An entity primarily responsible for making the resource Adrianto Trimarjono, M. Jalaludin