ANALYSIS ON THE INFLUENCE OF E-WOM, BRAND AWARENESS, AND SOCIAL MEDIA MARKETING TOWARDS CUSTOMER PURCHASE DECISIONS OF HMNS PERFUME

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.