Jurnal Bisnis Digital (BIDIG) ISSN 2807-1042 Volume 1 No. 1. Januari - Juni 2021 DOI : https://doi.org/10.37598/jbidig.v1i1.1/1095 62 ANALISA TINGKAT KEHANDALAN UNIQUE SELLING PROPORTION, eWOM DAN FACEBOOK Ads TERHADAP PEMBELIAN KOPI KEKINIAN MENGGUNAKAN METODE KRUSKAL WALLIS 1 Devi Kumala, 2 Tuwisna, 3 Cut Ramadhaniati 1,2,3 Universitas Muhammadiyah Aceh 1 devi.kumala@unmuha.ac.id ABSTRAK Tujuan penelitian ini adalah untuk mengetahui Analisa Tingkat Kehandalan Unique selling proposition, e-WOM dan facebook ads terhadap keputusan pembelian minuman kopi kekinian Harvies Coffee Banda Aceh. Metode penelitian ini adalah kuantitatif, sampel sebanyak 96 responden. Hasil Uji t an uji F menunjukkan secara partial variabel unique selling proposition dan e-WOM berpengaruh signifikan terhadap variabel keputusan pembelian, variabel Facebook ads tidak berpengaruh signifikan terhadap keputuan pembelian, namun berpengaruh positif. Secara simultan seluruh variabel independen berpengaruh signifikan terhadap variabel dependen. Nilai koefisien korelasi (R) sebesar 0,764, Nilai koefisien determinasi (Adjust R Square) sebesar 0,570. Unique selling proposition, e-wom dan Facebook ads berpengaruh terhadap keputusan pembelian, namun e-WOM memiliki pengaruh yang lebih besar, sehingga jika e-WOM ditingkatkan secara positif maka akan berdampak positif pada Keputusan pembelian minuman kopi kekinian Harvies Coffee Banda Aceh. Kata Kunci: Unique Selling Proposition, e-WOM, Facebook Ads dan Keputusan Pembelian ABSTRACT The purpose of this research was to determine the influence of unique selling proposition strategy, e-WOM and Facebook ads on purchase decision of the contemporary Harvies Coffee’s coffee drink, Banda Aceh. This research method is quantitative with total o f 96 costumers participated as respondent. The t test and F test shows that partially the unique selling proposition and e-WOM variables have a significant effect on the purchase decision variable, the Facebook ads variable does not have a significant effect on purchase decision, but has a positive effect. Simultaneously, all independent variables have a significant effect on the dependent variable. The value of the correlation coefficient (R) is 0.764, the value of the coefficient of determination (Adjust R Square) is 0.570. Unique selling proposition, e-WOM and Facebook ads have an effect on purchase decision, but e-WOM has a greater influence, so that if e-WOM is increased positively it will have a positive impact on the decision to purchase the contemporary Harvies Coffee’s coffee drink, Banda Aceh Keyword: Unique Selling Proposition, e-WOM, Facebook Ads dan Keputusan Pembelian