<![CDATA[Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh variable indepen Price, E-WOM, Brand Image, serta Brand Trust, Perceived Value serta Brand Preference sebagai interving terhadap variabel dependen Purchase Intention. Bentuk penelitian ini adalah penelitian kuantitatif, data yang dikumpulkan 363 responden yang memiliki kriteria penelitian dari yang disebarkan sebnayak 380 orang responden. Teknik pengumpulan data yang disebarkan melalui googlefrom. Analisis menggunakan SPSS dan Smart PLS. data yang telah dikumpulkan yaitu generasi Z di kota batam yang menyukai fashion bermerk dalam niat beli pakaian di e-commerce. Hasil dari penelitian ini menyatakan Price, E-WOM, serta Brand Trust, Brand Preference berpengaruh signifikan positif terhadap Purchase Intention. Kunci : Citra Merek, Kepercayaan Merek, Nilai Persepsi, Preferensi Merek, Niat Beli. Abstract This study aims to determine the effect of the independent variables Price, E-WOM, Brand Image, and Brand Trust, Perceived Value and Brand Preference as an intervention on the Dependent Purchase Intention variable. The form of this research is quantitative research, data collected by 363 respondents who have research criteria distributed to 380 respondents. Data collection techniques are distributed through googlefrom. Analysis using SPSS and Smart PLS. The data collected is Generation Z in Batam City who likes branded fashion in their intention to buy clothes in e-commerce. The results of this study state that Price, E-WOM, and Brand Trust, Brand Preference have a significant positive effect on Purchase Intention. Keyword : Brand Image, Brand Trust, Perceived Value, Brand Preference, Purchase Intention.]]>
