THE INFLUENCE OF E-WOM, SOCIAL MEDIA ADVERTISING, AND PERCEIVED QUALITY ON PURCHASE DECISIONS OF KARIMUN SECRET BATAM

Abstract

This study aims to investigate the impact of E-WOM, Social Media Advertising, and Perceived Quality on Purchase Decisions at Karimun Secret Batam. The study population consists of 349 respondents selected through purposive sampling. Data analysis approaches include descriptive analysis, data quality assessment, regression, and hypothesis testing using SPSS software. The analysis results demonstrate that E-WOM significantly enhances purchase decisions (t-value 4.541 > t-table 1.967). Social media Advertising also positively and significantly influences purchase decisions with a t-value of 6.103 > t-table 1.967. Additionally, Perceived Quality significantly affects purchase decisions, indicated by a t-value of 8.614 > t-table 1.967. Simultaneously, E-WOM, Social Media Advertising, and Perceived Quality have a significant positive influence on Purchase Decision, as indicated by an F-value of 234.502 > F-table 2.63. The coefficient of determination analysis yields a value of 0.668, indicating that the contribution of E-WOM (X1), Social Media Advertising (X2), and Perceived Quality (X3) to Purchase Decision (Y) is 66.8%.