Pengaruh Electronic Word of Mouth (E-Wom), Online to Offline (O2O), dan Social Proof terhadap Keputusan Pembelian Brand Erigo (Studi pada Mahasiswa Universitas Sumatera Utara)

Abstract

This study aims to identify and analyze the influence of Electronic Word of Mouth (E-WOM), Online to Offline (O2O), and Social Proof on the purchase decision of the Erigo brand among students of Universitas Sumatera Utara. This research is an associative study using a quantitative approach. The population in this study consists of students of Universitas Sumatera Utara. The sample comprises 100 respondents selected using purposive sampling, with the criteria of having purchased Erigo products at least once through either online or offline channels. The data analysis technique employed is multiple linear regression, with data processing carried out using SPSS version 25. The results indicate that simultaneously, Electronic Word of Mouth (E-WOM), Online to Offline (O2O), and Social Proof have a positive and significant effect on purchase decisions. Partially, each variable Electronic Word of Mouth (E-WOM), Online to Offline (O2O), and Social Proof also has a positive and significant effect on the purchase decision of Erigo products. Based on the coefficient of determination, the three independent variables are able to explain the dependent variable by 64.3%.