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ABSTRACT:

This study aims to examine the influence of brand image and electronic word-of-mouth (e-WOM) on consumer purchasing decisions at Mie Gacoan restaurants in Jakarta. As a rapidly growing fast-food brand among urban youth, understanding the factors that shape customer preferences is essential for sustainable marketing strategies. Employing a quantitative research approach, this study uses multiple regression analysis to assess the impact of brand image and e-WOM on purchase decisions. Data were collected from 200 respondents selected through purposive sampling based on criteria of age and purchase frequency. Validity and reliability tests confirmed that the instruments used were statistically sound. The findings reveal that both brand image and e-WOM have a significant and positive effect on purchasing decisions, with brand image showing a stronger influence. The R-square value of 0.489 indicates that nearly half of the variation in purchase decisions can be explained by the two independent variables. These results suggest that brand perception and digital reviews are vital in shaping consumer behavior. It is recommended that customers share positive experiences online, while Mie Gacoan’s management should maintain a strong brand image and actively manage digital engagement to build trust and loyalty. This research contributes to the literature on digital marketing in the fast-food industry and provides strategic insights for brand managers.

KEYWORDS:

brand image, E-WOM, purchase decision

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