Penelitian ini bertujuan untuk menguji pengaruh electronic word of mouth, citra merek dan persepsi harga terhadap minat beli smartphone vivo pada masyarakat Kuningan. Penelitian dilakukan dengan menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 140 responden. Data yang terkumpul dianalisis untuk mengetahui hubungan antar variabel. Temuan penelitian menunjukkan bahwa electronic word of mouth, citra merek, dan persepsi harga secara simultan berpengaruh signifikan terhadap minat beli. Hal ini menunjukkan bahwa semakin kuatnya electronic word of mouth, citra merek, dan persepsi harga, maka akan semakin tinggi minat beli terhadap smartphone Vivo. Rekomendasi diberikan kepada perusahaan untuk meningkatkan strategi pemasaran digital, memperkuat citra merek, serta menetapkan harga yang sesuai dengan persepsi konsumen.

This research aimed to examine the influence of electronic word of mouth, brand image, and price perception on Vivo smartphone purchase intention among the Kuningan community. The study was conducted using a quantitative approach by distributing questionnaires to 140 respondents. The collected data were analyzed to determine the relationship between the variables. The research findings show that electronic word of mouth, brand image, and price perception simultaneously have a significant influence on purchase intention. This indicates that the stronger the electronic word of mouth, brand image, and price perception, the higher the purchase intention for Vivo smartphones. Recommendations are provided for the company to improve its digital marketing strategy, strengthen its brand image, and set prices that align with consumer perceptions.