KEPUTUSAN PEMBELIAN MOTOR DITINJAU DARI ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN BRAND LOYALTY
DOI:
https://doi.org/10.29082/nc6rp540Keywords:
word of mouth, eWOM, brand image, brand loyalty, purchase decision.Abstract
This study aims to analyze the influence of electronic word of mouth, brand image, and brand loyalty on the purchase decision of Motor motorcycles among university students. This research employed a quantitative approach using primary data collected through questionnaires distributed to respondents who met the predetermined research criteria. The data were analyzed through instrument testing, classical assumption tests, and multiple linear regression analysis. The findings indicate that electronic word of mouth plays a role in strengthening consumer confidence through digital reviews, comments, and recommendations. Brand image emerged as the strongest factor in shaping purchase decisions, as Honda’s image is perceived to align with the needs, lifestyle, and trust of young consumers. Brand loyalty also contributes to purchase decisions through consumer habits, satisfaction, brand preference, and commitment to the brand. Overall, the purchase decision of Motor motorcycles is influenced by digital information, positive brand perceptions, and consumer loyalty. These findings imply that companies need to maintain the quality of consumer experience, strengthen brand image, and build loyalty through after-sales service and consistent marketing communication.
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