Abstract:
This study investigates the impact of E-WOM (Electronic Word of Mouth), Brand
Awareness, and Social Media Marketing on Customer Purchase Decisions for
HMNS Perfume. Employing a quantitative approach, data will be gathered through
an online survey targeting HMNS Perfume customers aged 11-26 in the
Jabodetabek area, with a sample size of 132 respondents. SPSS 25 will be utilized
for analysis, primarily employing the multiple linear regression method. The study
aims to contribute to the existing literature by shedding light on the factors
influencing customer purchase decisions for HMNS Perfume, offering valuable
insights for the company to enhance strategies and marketing efforts. The research
also underscores the practical application of SPSS 25 in data analysis. In
conclusion, the study affirms that E-WOM, Brand Awareness, and Social Media
Marketing significantly and positively influence Customer Purchase Decisions for
HMNS Perfume both independently and simultaneously, suggesting practical
implications for refining strategies and marketing initiatives.
