Pengaruh Brand Image, Brand Awareness dan E-WOM (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Merché (Studi Kasus Pada Mahasiswa FEB Universitas Islam Malang)

Abstract

Abstract

 

This research aims to identify and analyze the influence of brand image, brand awareness, and E-WOM (electronic word of mouth) on purchasing decisions for Merché among students of the Faculty of Economics and Business at the Islamic University of Malang. The research method used is a quantitative approach with an explanatory research design. The sampling technique employed was purposive sampling, with a total of 75 respondents. Data analysis was conducted using multiple linear regression analysis with SPSS 29 software. The results of this study indicate that 1) Brand Image does not have a significant effect on purchasing decisions, 2) Brand Awareness has a significant effect on purchasing decisions, and 3) E-WOM (Electronic Word of Mouth) has a significant effect on purchasing decisions.

 

Keywords: Purchasing Decisions, Brand Image, Brand Awareness, E-WOM (Electronic Word Of Mouth)