Pengaruh Electronic Word Of Mouth (E-WOM), Brand Image, Dan Promosi Media Sosial Terhadap Minat Beli (Studi pada Konsumen Cafe Sans.sat di Kabupaten Ponorogo)

Abstract

Abstract

This study aims to analyze the effect of Electronic Word Of Mouth (E-WOM), Brand Image, and social media promotion on consumer purchase intention at Cafe Sans.sat. This research uses a quantitative method with a causal associative approach. The study sample consisted of 120 respondents who had made purchases at Cafe Sans.sat, selected using purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that Electronic Word Of Mouth (E-WOM), Brand Image, and social media promotion have a positive and significant effect on consumer purchase intention. This means that the better the customer reviews, Brand Image, and social media promotions, the higher the consumer purchase intention. This study is expected to contribute theoretically to the development of marketing management science as well as provide practical implications for business owners in improving digital marketing strategies.

Keywords : Electronic Word Of Mouth, Brand Image, Social Media Promotion, Purchase Intention