<![CDATA[The research aims to empirically test the influence of electronic word of mouth, brand image, and product quality on interest in purchasing iPhone brand smartphone among generation Y and generation Z in Bekasi City. The sample for this research is generation Y and generation Z in Bekasi City who have an interest in buying iPhone brand smartphone. The sample was carried out using a non-probability sampling method, namely convenience sampling. Data collection was carried out using a questionnaire distributed via Goggle Form to 200 respondents. The analysis in this research uses Multiple Linear Regression Analysis, with t test hypothesis testing. The results of this research show that in the partial t test electronic word of mouth has no significant effect on purchase interest, brand image has a significant positive effect on purchase interest, and product quality has a significant positive effect on purchase interest. The results of the f test show that the variables electronic word of mouth, brand image, and product quality simultaneously influence the interest in buying iPhone brand smartphone among generation Y and generation Z in Bekasi City.]]>
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