Analisis Pengaruh Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Pada Cafe Floor Bengkalis (Studi Kasus Pada Masyarakat Bengkalis)

This study aims to analyze the influence of Electronic word of mouth on purchasing decisions on the cafe floor (Case Study in the Bengkalis Community). The type of research is associative research. Data collection is in the form of a questionnaire via Google Form with a Non- Probability Sampling sample method, namely the Purposive Sampling technique. The sample was taken from 100 respondents, namely the Active Bengkalis community and had made purchases on the cafe floor. The results of the descriptive analysis of the Purchase Decision variable mean score is 3.83 and is included in the High Sa class category. While the results of the descriptive analysis of the Electronic word of mouth variable mean score is 3.68 and is included in the High class category. From the
results of the calculation of the significance test of the electronic word of mouth variable, it is seen that t count 9.538> t table 1.984 with sig 0.000 <a = 0.05. Thus, it can be concluded that Electronic word of mouth has a positive and significant effect on Purchasing Decisions on the cafe floor. The value of the correlation or relationship (R) is 0.694 and the R square value or coefficient of determination (KD) is 0.481, which means that electronic word of mouth influences purchasing decisions by 69.4% and the rest is influenced by other variables not explained in this study.