The Role Of Ewom, Brand Image, And Personal Selling In Purchasing Decisions

Abstract

This study investigates the effects of Electronic Word of Mouth (eWOM), Brand Image, and Personal Selling on purchasing decisions at PT Columbus Sarana Mandiri Solo. A quantitative study using a causal associative design was conducted involving 96 respondents selected through purposive sampling. Data were gathered using a valid and reliable Likert-scale questionnaire and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination (R2) with SPSS version 26. The findings demonstrate that eWOM, Brand Image, and Personal Selling each have a positive and significant effect on purchasing decisions, both individually and simultaneously. Among the three variables, Brand Image was identified as the strongest determinant of purchasing decisions. Furthermore, the adjusted R2 value of 0.804 indicates that the proposed model explains 80.4% of the variation in purchasing decisions, while the remaining 19.6% is attributed to factors beyond the scope of this research. These findings emphasize the importance of strengthening brand image through digital platforms to support consumers’ purchasing decisions.