THE INFLUENCE OF E-WOM, E-PROMOTION, AND PRICE PERCEPTION ON PURCHASING DECISIONS AWICHO CHOCOLATE TEMPE

Abstract

Purchasing decisions serve as a crucial measure of the effectiveness of marketing strategies, especially for innovative MSME products like Awicho Tempe Chocolate. This study aims to examine how Electronic Word of Mouth (E-WOM), E-Promotion, and price perception affect consumers’ purchasing decisions for Awicho Tempe Chocolate in Ngawi Regency. The research utilizes a quantitative design with a descriptive approach, employing purposive sampling to target residents of Ngawi Regency who are either existing or potential consumers, totaling 384 respondents. Data were collected via questionnaires and analyzed using multiple linear regression with SPSS software. The findings reveal that E-WOM, E-Promotion, and price perception collectively have a positive and significant impact on purchasing decisions. Individually, each variable also shows a significant effect. These results highlight the importance of effective digital communication, consistent online promotions, and competitive pricing in motivating consumers to purchase tempe chocolate products. The study offers practical recommendations for MSME operators to enhance digital marketing strategies, broaden market reach, and strengthen customer loyalty.

Keywords: Electronic Word of Mouth, E-Promotion, Price Perception, Purchasing Decision, Awicho Tempe Chocolate