Pengaruh Electronic Word Of Mouth (E-Wom) dan Brand Awareness terhadap Keputusan Pembelian Mixue di Kota Medan (Studi Pada Mahasiswa di Kota Medan)

Abstract

Mixue is a franchise company that sells ice cream with a very soft texture and tea drinks originating from China which has started its business expansion to Southeast Asia, one of which is in Indonesia. Mixue became popular on social media due to the rapid spread of its outlet branches in Indonesia so that it went viral on various social media platforms such as Twitter, Instagram, Youtube, and Tik Tok Mixue then social media users gave Mixue the nickname “pemburu ruko kosong” or "empty shop hunter". This study aims to determine how the influence of Electronic Word of Mouth (e-WOM) on purchasing decisions, determine how Brand Awareness influences purchasing decisions, and determine how the influence of Electronic Word of Mouth (e-WOM) and Brand Awareness on Mixue Purchasing Decisions in Medan City. The research method used in this research is quantitative method with associative approach. Sampling was carried out using nonprobability sampling techniques (purposive sampling) and used 100 respondents from 10 universities in Medan City as samples. The results of this study indicate that Electronic Word Of Mouth (X1) and Brand Awareness (X2) simultaneously (together) have a positive and significant effect on Purchasing Decisions (Y) Mixue for students in Medan City. The results of the correlation coefficient value show that the relationship between Electronic Word Of Mouth and Brand Awareness on purchasing decisions is quite strong. The coefficient of determination above shows that the Electronic Word Of Mouth and Brand Awareness variables can explain the purchasing decision variable. This shows that the Electronic Word Of Mouth and Brand Awareness variables can influence the Mixue Purchasing Decision for Students in Medan City.