The Effect Of Brand Authenticity And Electronic Word Of Mouth (E-Wom) On Purchase Decisions At Th Solo Rawa Denok Iced Tea Shop

Abstract

This study aims to determine the effect of brand authenticity and electronic word of mouth (E-WOM) on purchase decisions at Kedai Es Teh Solo Rawa Denok. This study uses a quantitative approach with a causal associative research type. The sampling technique used was purposive sampling calculated by the Slovin formula, obtaining a sample of 109 respondents. The data analysis technique was carried out using multiple linear regression analysis, classic assumption tests, hypothesis testing (t-test and F-test), and coefficient of determination analysis with the assistance of the SPSS program The results show that partially, brand authenticity has a positive and significant effect on consumer purchase decisions, where a  value of 2.450 and a significance value (Sig) of 0.016 < 0.05 were obtained. Meanwhile, the electronic word of mouth (E-WOM) variable partially has a positive but non-significant effect on consumer purchase decisions, with a  value of 0.895 and a significance value (Sig) of 0.373 > 0.05. Simultaneously, brand authenticity and electronic word of mouth (E-WOM) have a significant effect on consumer purchase decisions, which is proven by an  value of 18.700 and a significance value (Sig) of 0.000 < 0.05. The coefficient of determination () value obtained is 0.305 or 30.5%, which indicates that the variation in purchase decisions on the research object can be explained by the brand authenticity and E-WOM variables by 30.5%, while the remaining 69.5% is explained by other variables outside this research model.