Formosa Journal of Applied Sciences (FJAS)
Vol. 3 No. 2 (2024): Februari 2024

The Influence of Electronic Word of Mouth (E-Wom) and Brand Awareness on Mixue Purchase Decisions in Medan City

Banjarnahor, Mustika Rotama (Unknown)
Simanjorang, Feronica (Unknown)

Article Info

Publish Date
24 Feb 2024

Abstract

This research is aimed at finding the influence/impact of Electronic Word of Mouth (e-WOM) on purchasing decisions, knowing the influence of Brand Awareness on purchasing decisions, and analyzing the combined effect of Electronic Word of Mouth (e-WOM) and Brand Awareness on Mixue purchasing decisions in Medan city. The research method applied is a quantitative method with an associative approach. Samples were taken using a non-probability sampling technique (purposive sampling) by distributing questionnaires to 100 respondents who were students from 10 universities in Medan City. The research results show that together, Electronic Word Of Mouth (X1) and Brand Awareness (X2) have a positive and significant impact on Purchase Decisions (Y) Mixue among Medan City students.

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Journal Info
Formosa Journal of Applied Sciences (FJAS)
Website

Abbrev

fjas

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Control & Systems Engineering Decision Sciences, Operations Research & Management Education Engineering Social Sciences

Description

Formosa Journal of Applied Sciences (FJAS) seeks to propose and disseminate the knowledge by publishing original research findings and novelties, review articles and short communications in the wide spectrum of applied sciences. Scope of the journal includes: Biology, chemistry, physics, ...