THE INFLUENCE OF BRAND AWARENESS, E-WOM, AND PRODUCT QUALITY ON PURCHASE DECISIONS
(A Study of No Void Minds T-Shirt Buyers)
Perkembangan e-commerce di Indonesia yang pesat telah mendorong persaingan ketat di industri fashion lokal, dengan No Void Minds sebagai salah satu merek yang berhasil mencatatkan omzet bulanan sekitar Rp3 miliar dan meraih Brand Indonesia Excellence Award 2025. Kondisi tersebut mengindikasikan adanya keputusan pembelian yang kuat dari konsumen terhadap merek ini. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh brand awareness, E-WOM, dan kualitas produk terhadap keputusan pembelian konsumen kaos merek No Void Minds. Penelitian ini menggunakan pendekatan kuantitatif dengan desain conclusive research, sampel penelitian terdiri dari 200 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan melalui survei online dan dianalisis menggunakan regresi linear berganda dengan alat bantu SPSS 25. Hasil penelitian menunjukkan bahwa brand awareness, E-WOM, dan kualitas produk masing-masing berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata Kunci: Brand Awareness, E-WOM, Kualitas Produk, Keputusan Pembelian, No Void Minds
The rapid growth of e-commerce in Indonesia has driven intense competition in the local fashion industry, with No Void Minds being one of the brands that has successfully recorded a monthly turnover of around IDR 3 billion and received the Brand Indonesia Excellence Award 2025. This condition indicates strong consumer purchasing decisions for this brand. This study aims to analyze and discuss the influence of brand awareness, E-WOM, and product quality on consumer purchasing decisions for No Void Minds brand t-shirts. The study used a quantitative approach with a conclusive research design. The sample consisted of 200 respondents selected through a purposive sampling technique. Data were collected through an online survey and analyzed using multiple linear regression with SPSS 25. The results show that brand awareness, E-WOM, and product quality each have a positive and significant influence on consumer purchasing decisions.
Keywords: Brand Awareness, E-WOM, Product Quality, Purchase Decisions, No Void Minds