PENGARUH E-WORD OF MOUTH DAN KUALITAS PRODUK TERHADAP MINAT BELI PADA MOBIL XPANDER PT. BOSOWA BERLIAN MOTOR KOTA PAREPARE

Kasma Hafid, 2025, with the research title "The Influence of E-Word Of Mouth and Product Quality on Buying Interest in Xpander Cars PT. Bosowa Berlian Motor Parepare City. Supervisor 1 Dr. H. Irwan Idrus, MM, Supervisor 2 Fitriani, S.E., M.Si.Thesis Management Study Program, Faculty of Economics and Business, Muhammadiyah University of Parepare. Electronic Word of Mouth (e-WOM) plays a crucial role in building consumer awareness and trust through social networks, while product quality also contributes to increasing purchase intention. This study analyzes the influence of e-WOM and product quality on consumer purchase intention for the Xpander car, using a quantitative approach with data collected through questionnaires distributed to potential consumers at PT. Bosowa Berlian Motor in Parepare. The data is analyzed using multiple linear regression to examine both simultaneous and partial effects. The results show that eWOM and product quality positively and significantly impact consumer purchase intention, indicating that the more positive e-WOM consumers receive and the better the perceived product quality, the higher their intention to purchase the Xpander. Therefore,companies should enhance e-WOM activities through effective digital marketing strategies while maintaining and improving product quality to sustain competitiveness in the automotive market.