Analisis Pengaruh WOM, e-WOM, dan Brand Image terhadap Purchase Decision Bidang Food and Beverage (Studi Kasus CV. Sembilan Matahari Sejahtera)

Claudia Lahindah - Program Studi Magister Management, Fakultas Ekonomi dan Bisnis, Soegijapranta Catholic University, Semarang , & Program Studi Magister Management, Fakultas Ekonomi dan Bisnis, Soegijapranta Catholic University, Semarang , &
Ridwan Sanjaya - Program Studi Magister Management, Fakultas Ekonomi dan Bisnis, Soegijapranta Catholic University, Semarang


Since Indonesia experienced a pandemic, many economic sectors have been affected, including food and beverage. In response to these problems, appropriate marketing strategies are needed to increase product purchasing decisions. This research aims to determine the influence of marketing strategies, namely, Word of Mouth (WOM), Electronic Word of Mouth (e-WOM), and brand image, on purchase decisions. Sampling in this study used a non-probability sampling method with Quota sampling so that testing was carried out on 350 respondents from the research population. The data collection technique was carried out by collecting primary data using a questionnaire. Data analysis was then carried out by conducting Multiple Linear Regression analysis. The results of the test show that WOM, e-WOM, and brand image have a positive and significant effect on purchase decisions. The research findings imply that entrepreneurs in the food and beverage sector can provide a good image for consumers so that they can encourage consumers to communicate about their products. Future researchers are expected to use existing research variables and develop them in the context of other business fields.


Brand Image; E-Wom; Purchase Decision; Wom


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