Abstract

This research aims to explore the influence of electronic word of mouth (e-WOM) on purchasing decisions using a case study of Richeese Factory consumers. The research uses a qualitative approach to uncover the factors that contribute to and strengthen consumer attitudes toward related products. Through in-depth interviews and analysis, this research aims to gain a comprehensive understanding of how e-WOM influences consumer perceptions and shapes the purchasing decision process. The results of this research suggest that Richeese Factory Kisamaun Tangerang has been relatively successful in implementing e-WOM strategies to influence consumer purchasing decisions, driven by considerations such as the quantity and quality of reviews, credibility-reliability, and usefulness of reviews.