Abstract:
This study was conducted to analyze the effect of Electronic Word
Of Mouth, Product Quality, and Price on purchase intention. This
research was conducted on the Imokey.Id Brand on the Instagram
Platform with a sample of 100 respondents from imokey.id
followers. This study uses a verification research model with an
explanatory survey method, namely the research method for
collecting sample data using slovin calculations. This study has the
result that electronic word of mouth has an influence on purchase
intention while product quality does not have a direct influence on
purchase intention and price has an influence on purchase
intention.
