Pengaruh Electronic Word Of Mouth Dan Kesadaran Merek Terhadap Minat Beli Amanda Brownies

The Influence of Electronic Word Of Mouth and Brand Awareness on Interest in Buying Amanda Brownies

Abstract

The development of digital technology has changed the way consumers communicate and share information about products through social media. One form of this communication is Electronic Word of Mouth (e-WOM), which is the experience, opinion, and recommendation that can influence the perceptions of other consumers. Furthermore, brand awareness plays a crucial role because it reflects consumers' ability to recognize and remember a brand, thus driving purchase intention. This study aims to analyze the influence of Electronic Word of Mouth and brand awareness on purchase intention at Amanda Brownies. The study used a quantitative approach with a purposive sampling technique. Data were collected through the distribution of questionnaires to 100 active users of application X (Twitter) who met the research criteria. The results showed that Electronic Word of Mouth had a positive and significant effect on purchase intention with a significance value of 0.000 < 0.05. Brand awareness also had a positive and significant effect on purchase intention with a significance value of 0.022 < 0.05. Simultaneously, electronic word of mouth and awareness have a positive and significant effect on purchase intention for Amanda Brownies, with an F-test significance value of 0.000 < 0.05