Pengaruh Electronic Word of Mouth, Brand Image, dan Perceived Price terhadap Buying Decision (Studi pada Pengguna Sepatu Compass di Kota Medan)

Abstract

The development of fashion, especially shoes, is now not only used as footwear but also to increase self-confidence. Buying decisions of consumers for shoe products are supported by high electronic word of mouth on social media. The more popular a shoe brand will make the shoe brand image better for consumers. Perceived price or perception of price in accordance with quality will also be a consideration for consumers. The purpose of this research is to analyze the effect of electronic word of mouth, brand image, and perceived price influence the buying decision of Compass shoe users in Medan City. The effect of electronic word of mouth, brand image, and perceived price will be analyzed partially and simultaneously on buying decisions. The form of research used is quantitative with an associative approach. The population in this study were Compass shoe users in Medan City. Sampling was carried out through purposive sampling technique and used 100 respondents as samples. Primary data used in this study were obtained by distributing questionnaires directly and secondary data obtained through literature studies. The analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of this study indicate that electronic word of mouth (X1), brand image (X2), and perceived price (X3) have a significant effect both partially and simultaneously on the buying decision of Compass shoes in Medan City (Y). The coefficient of determination test shows that there is a very close relationship between electronic word of mouth, brand image, perceived price on buying decision with an R value of 0.897. Through the adjusted R square value, it is also known that the electronic word of mouth, brand image, and perceived price variables contribute 79.8% to the buying decision variable while the remaining 20.2% is influenced by other variables not mentioned in this research model.