<![CDATA[In the era of digital marketing, traditional word-of-mouth communication has transformed into user reviews and commentary on digital platforms. Wizzmie is a fast-food restaurant offering spicy noodles with a modern concept at relatively affordable prices; however, it remains unestablished which specific variables most significantly influence consumer decision-making. This study aims to determine and analyze the partial and simultaneous influence of Brand Image and Electronic Word of Mouth (e-WoM) on consumer Purchase Intention at Wizzmie Matraman, East Jakarta. A quantitative approach was utilized, involving 96 respondents selected through a purposive sampling technique. Data were processed using multiple linear regression analysis via SPSS. The results reveal that Electronic Word of Mouth partially exerts a positive and significant effect on purchase intention. Likewise, Brand Image positively and significantly influences purchase intention, standing out as the most dominant variable in this research. Simultaneously, both variables significantly and positively affect purchase intention, explaining 70.2% of the overall variance in consumer purchase intention]]>
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