PENGARUH ELECTRONIC WORD OF MOUTH, PRICE, DAN BRAND IMAGE TERHADAP BUYING DECISION KONSUMEN PADA MOBIL HONDA HR-V DI PT. MANDALATAMA ARMADA MOTOR CABANG DEMAK

This study aims to determine the Influence of Electronic Word Of Mouth, Price, and
Brand Image on Consumer Buying Decisions on Honda HR-V Cars at PT.
Mandalatama Armada Motor, Demak Branch. The population in this study were all
car consumers at PT. Mandalatama Armada Motor, Demak Branch, this study used
a probability sampling technique with a simple random sampling method using the
Moe formula, a margin of error with a sample size of 98.01 and rounded up to 98
respondents. Data analysis in this study used multiple linear regression analysis
using the SPSS version 24 program. The results of the analysis showed that
partially Electronic Word Of Mouth had a positive and significant effect on
Consumer Buying Decisions on Honda HR-V Cars at PT. Mandalatama Armada
Motor, Demak Branch. Partially, Price had a positive and significant effect on
Consumer Buying Decisions on Honda HR-V Cars at PT. Mandalatama Armada
Motor, Demak Branch. Partially Brand Image has a positive and significant effect
on Consumer Buying Decision on Honda HR-V Cars at PT. Mandalatama Armada
Motor, Demak Branch
Keywords: Electronic Word Of Mouth; Price; Brand Image; Buying Decision