<![CDATA[This study aims to determine the influence of price, electronic word of mouth, and key opinion leaders on product purchase intent at Kedai Mbak Vie in Lamongan District. This study employs a quantitative method, with data collected through the distribution of questionnaires to 98 respondents. The data obtained were analyzed using SPSS version 22 to determine the influence of each independent variable on the dependent variable. The analyses conducted in this study included validity tests, reliability tests, and classical assumption tests—comprising normality tests, multicollinearity tests, heteroscedasticity tests, and autocorrelation tests—as well as multiple linear regression analysis. The research hypotheses were evaluated using statistical methods such as the t-test, F-test, and the coefficient of determination (R²). The results of the study indicate that the variables of price, electronic word of mouth (e-WOM), and key opinion leader have a positive and significant influence, both partially and simultaneously, on consumer purchase intent for products at Kedai Mbak Vie in Lamongan District. The variables of price, e-WOM, and key opinion leaders account for 75.9% of the effect, while the remaining 24.1% is influenced by other variables not included in this study. This indicates that appropriate pricing, positive reviews via electronic media such as Instagram and Google Maps, and support from key opinion leaders can enhance consumer purchase intent.]]>
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