Fenomena dalam penelitian ini adalah gerai food & beverage khususnya pada produk Mixue Ice Cream & Tea yang mengalami penurunan penjualan dari tahun ke tahun. Maka dapat disimpulkan bahwa Mixue Ice Cream & Tea mengalami pertumbuhan yang negatif. Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth dan viral marketing terhadap keputusan pembelian melalui brand image. Sampel yang diambil sebanyak 170 responden yang sudah membeli produk Mixue Ice Cream & Tea. Instrumen penelitian ini berupa penyebaran kuesioner melalui google form. Teknik analisis data yang digunakan adalah Structural Equation Modelling (SEM). Hasil pengujian hipotesis yang diajukan menunjukan bahwa (1) electronic word of mouth berpengaruh positif dan signifikan terhadap brand image. (2) viral marketing berpengaruh positif dan signifikan terhadap brand image. (3) electronic word of mouth tidak berpengaruh terhadap keputusan pembelian. (4) viral marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. (5) brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. (6) brand image mampu memediasi pengaruh electronic word of mouth terhadap keputusan pembelian. (7) brand image mampu memediasi pengaruh viral marketing terhadap keputusan pembelian.
Kata Kunci : Ewom, Viral Marketing, Brand Image, Keputusan Pembelian.

The phenomenon in this research is that food & beverage outlets, especially Mixue Ice Cream & Tea products, experience a decline in sales from year to year. So it can be concluded that Mixue Ice Cream & Tea experienced negative growth. This research aims to analyze the influence of electronic word of mouth and viral marketing on purchasing decisions through brand image. The samples taken were 170 respondents who had purchased Mixue Ice Cream & Tea products. This research instrument is in the form of distributing questionnaires via Google Form. The data analysis technique used is Structural Equation Modeling (SEM). The results of testing the proposed hypothesis show that (1) electronic word of mouth has a positive and significant effect on brand image. (2) viral marketing has a positive and significant effect on brand image. (3) electronic word of mouth has no effect on purchasing decisions. (4) viral marketing has a positive and significant effect on purchasing decisions. (5) brand image has a positive and significant effect on purchasing decisions. (6) brand image is able to mediate the influence of electronic word of mouth on purchasing decisions. (7) brand image is able to mediate the influence of viral marketing on purchasing decisions.
Keyword : Ewom, Viral Marketing, Brand Image, Purchase Decision.