This research aims to analyze the influence of Electronic Word of Mouth, Brand
Awareness, and Perceived Risk on Purchase Intention for ASUS Brand Laptop
Products. The population is people who live in the Purwokerto area with the required
criteria. Sample selection was carried out by purposive sampling with a total sample
of 130 respondents. Data collection was carried out using an offline questionnaire.
After carrying out descriptive statistical tests, data instrument tests, classical
assumption tests, multiple linear regression tests, model fit tests and hypothesis tests.
The research results show that Electronic Word of Mouth, Brand Awareness, and
Perceived Risk have a positive and significant effect on Purchase Intention for ASUS
Brand Laptop Products. It is hoped that the implications of the research that has been
carried out can be taken into consideration by the ASUS company to improve E-WOM,
Brand Awareness and Perceived Risk. For readers, this research can be used as a
reference that provides information and knowledge about E-WOM, Brand Awareness,
Perceived Risk, and Purchase Intention. Meanwhile, the hope is that academics can
provide new things and additional references for further research.