THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND PRICE ON PURCHASE DECISIONS OF AEROSTREET SHOES IN SAMARINDA

Abstract

This study analyzes the influence of Electronic Word of Mouth (E-WOM) and price on consumer purchase decisions for Aerostreet shoes in Samarinda. A quantitative survey approach was employed, collecting data from 100 purposively selected respondents. Data analysis was conducted using multiple regression with SPSS version 26. Results revealed that both E-WOM and price significantly influence purchase decisions, both individually and simultaneously. E-WOM enhances consumer trust through reliable information dissemination and positive online reviews, while price significantly impacts decisions by aligning affordability with perceived product value. The synergy of E-WOM and price amplifies their impact, leading to higher purchase intentions. Insights from this study suggest that businesses should optimize E-WOM-based marketing strategies and adopt competitive pricing to strengthen market position and consumer engagement.