Diterima: 11-11-2023 | Revisi: 13-11-2023 | Diterbitkan: 17-11-2023 | doi: 10.60083/jidt.v5i4.416 53 Jurnal Informasi dan Teknologi https://jidt.org/jidt 2023 Vol. 5 No. 4 Hal: 53-58 e-ISSN: 2714-9730 Analysis of The Influence of Electronic Word of Mouth, Brand Awareness and Digital Accessibility on Purchase Decision of Sayurbox Consumers Frans Sudirjo 1 , Ambar Kusuma Astuti 2 , La Mema Parandy 3 , Wylda Olivia Kowey 4 , Ralina Transistari 5 1 Universitas 17 Agustus 1945 Semarang 2 Universitas Kristen Duta Wacana 3 Universitas Pembangunan Nasional "VETERAN" Jawa Timur 4 Politeknik Negeri Ambon 5 Sekolah Tinggi Ilmu Manajemen YKPN frans-sudirjo@untagsmg.ac.id Abstract Based on variables related to consumer behavior, the purpose of this study is to examine how brand awareness, electronic word- of-mouth (eWOM), and digital accessibility affect purchase decisions. Both quantitative and qualitative data are the kind of data that are employed. Both primary and secondary data sources are utilised. Customers of e-grocery who purchase fruit are sent a questionnaire via Google Form as part of the data collection process. The researcher came to the conclusion that there were 100 respondents in the sample. Both qualitative and quantitative analysis will be performed on the data collected from the questionnaire. In order to test the research concurrently, structural equation modeling (SEM) and partial least squares (PLS) analysis are utilized, with the smartPLS program. Drawing from the analysis and explanation presented above, the following deductions can be made: The behavior of consumers is not really impacted by brand awareness. Digital accessibility and electronic word-of-mouth (eWOM) have a genuine and substantial impact on e-grocery consumer behavior. It's probable that customer behavior is influenced by the lifestyle of internet buying. Purchase decisions are actually and significantly influenced by digital accessibility and brand awareness. Digital accessibility and electronic word-of-mouth have a genuine and substantial impact on customer behavior. Opinion leaders and reference groups may have an impact on customer behavior when it comes to emotional factors influencing purchase decisions. Keywords: Brand Awareness, Electronic Word Of Mouth, Digital Accessibility, Consumer Behavior. JIDT is licensed under a Creative Commons 4.0 International License. 1. Introduction Rapid technological change has accompanied human development over the past few decades. Developing technology not only includes hardware but also software in the form of digital information technology [1]. The management of information technology in digital form makes it easier for humans to communicate [2]. This communication provides space to bring individuals closer to other individuals who are not limited by distance or time. This is marked by the emergence of the internet as a phenomenon of technological disruption in interpersonal communication [3]. Therefore, the communication space through digital technology disrupts not only relationships between individuals but also the way of connecting large and varied data and information in the form of big data [4]. Technological disruption provides opportunities for business actors to adapt quickly. Since the COVID-19 pandemic's advent, unforeseen developments have caused this illness to worsen more quickly [5]. It is estimated that 60% of Indonesians have accessed the internet based on data gathered from the country's socioeconomic survey. The public's acceptance of technological advancements and the shift towards an information society, as well as the high degree of internet use, are indicative of an environment of openness to information [6]. It is impossible to divorce Indonesia's internet user base from the country's explosive growth in mobile phone usage [7]. Based on age groups during the COVID-19 pandemic, 40% of internet users were residents aged 25–49 years. This situation is increasingly changing not only relationship patterns between individuals but also shopping lifestyle patterns [8]. This age range indicates that the Millennial generation has experienced shifts in their ability to shop online [9]. This is increasingly triggered by the strict prohibition of governments in various countries to reduce crowd interactions while daily needs need to be met [10]. Consumer behavior when buying online is also used to access fruit needs [11]. The aim of utilizing digital technology is to speed up and simplify the value chain management process through a series of activities to meet consumer needs [12]. Fruit products, from farmers as producers to consumers who need local fruit, use digital tools in the form of mobile applications [13]. Mobile