The Influence of Brand Awareness, E-WOM, and Product Quality on Purchase Decisions (Study on Buyers of No Void Minds Brand T-Shirts)

M. Sahhal Masyfuri; Anik Lestari Andjarwati

Authors

M. Sahhal Masyfuri Universitas Negeri Surabaya Author
Anik Lestari Andjarwati Universitas Negeri Surabaya Author

Keywords:

Brand Awareness, E-WOM, Product Quality, Purchase Decisions, No Void Minds

Abstract

The rapid growth of e-commerce in Indonesia has driven intense competition in the local fashion industry, with No Void Minds being one of the brands that has successfully recorded a monthly turnover of around IDR 3 billion and received the Brand Indonesia Excellence Award 2025. This condition indicates strong consumer purchasing decisions for this brand. This study aims to analyze and discuss the influence of brand awareness, E-WOM, and product quality on consumer purchasing decisions for No Void Minds brand t-shirts. The study used a quantitative approach with a conclusive research design. The sample consisted of 200 respondents selected through a purposive sampling technique. Data were collected through an online survey and analyzed using multiple linear regression with SPSS 25. The results show that brand awareness, E-WOM, and product quality each have a positive and significant influence on consumer purchasing decisions.

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