The Effect of E-Wom, Product Quality, and Brand Awareness on Purchase Intention at Babang Redo Coffee Shop

Abstract

This study aims to determine the Analysis of E-WOM, Product Quality, and Brand Awareness on Purchase Intention at Babang Redo Coffee Shop. This study is an associative study using a quantitative approach. The population in this study were consumers at Babang Redo Coffee Shop per month, namely 2,100 people. Determination of the sample using the Slovin formula and a precision level of 10%, from a population of 2,100 people, the number of samples needed is 100 respondents. Sampling in this study was determined by the Slovin formula, and the analysis technique used the Multiple Linear Regression Analysis technique. The data used in this study are primary and secondary data. Data collection in this study was carried out using interview techniques, questionnaire distribution techniques and library techniques. The results of the study show that the E-WOM variable has a positive and insignificant effect on Purchase Intention, the Product Quality variable has a positive and significant effect on Purchase Intention, the Brand Awareness variable has a positive and significant effect on Purchase Intention, and E-WOM, Product Quality and Brand Awareness have an effect on Purchase Intention of Babang Redo Coffee.Based on the test results it can be concluded thatIt is important for Babang Redo Coffee to pay attention to Product Quality and Brand Awareness which are the determinants of Purchase Intention.