ANALYSIS OF CUSTOMER RELATIONSHIP MARKETING, ELECTRONIC WORD-OF-MOUTH AND CUSTOMER PERCEIVED VALUE ON PURCHASE INTENTION FOR BATAK ULOS VESTS AT THE MSME WARUNG IMPAS

Ruth Roselina Hutagalung (Universitas Potensi Utama)
Ari Prabowo (Universitas Potensi Utama)

International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Vol. 6 No. 6 (2026): December - ON PROGRESS

Purchase intention is a psychological tendency or an inclination on the part of a prospective consumer to acquire a product, arising after a process of evaluating information, perceived value, and marketing interactions. This study aims to examine and analyze the influence of Customer Relationship Marketing, Electronic Word of Mouth, and Customer Perceived Value on the purchase intention of prospective buyers of *Ulos Batak* vests from the MSME "Warung Impas" in Medan City. The study utilizes primary data collected through questionnaires. The research was conducted with a sample of 110 respondents who were prospective buyers of *Ulos Batak* vests from the MSME "Warung Impas" in Medan City. The analysis results indicate that Customer Relationship Marketing has a positive and significant effect on prospective buyers' purchase intention. Electronic Word of Mouth does not have a significant effect on prospective buyers' purchase intention. Customer Perceived Value has a positive and significant effect on prospective buyers' purchase intention. The analysis demonstrates that Customer Relationship Marketing, Electronic Word of Mouth, and Customer Perceived Value simultaneously exert a significant influence on the purchase intention of prospective buyers of *Ulos Batak* vests from the MSME "Warung Impas" in Medan City.