Main Article Content
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (E-WOM) dan Brand Awareness terhadap keputusan pembelian konsumen pada Kopi Janji Jiwa di outlet Transmart Buah Batu Bandung. Di era digital, ulasan online dan popularitas merek menjadi acuan utama konsumen dalam mengambil keputusan pembelian. E-WOM berperan sebagai bentuk komunikasi modern yang memengaruhi kepercayaan dan minat beli, sedangkan Brand Awareness membantu konsumen mengenali dan mengingat produk, sehingga mendorong loyalitas dan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner online kepada 100 responden konsumen Kopi Janji Jiwa. Setelah pengumpulan data, dilakukan uji validitas dan reliabilitas untuk memastikan instrumen dapat diandalkan, kemudian dianalisis menggunakan regresi linier berganda dengan bantuan software statistik SPSS guna mengetahui pengaruh variabel independen E-WOM dan brand awareness terhadap variabel dependen keputusan pembelian. Hasil penelitian menunjukkan bahwa E-WOM dan Brand Awareness berpengaruh signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Temuan ini menegaskan pentingnya strategi pemasaran digital yang fokus pada pengelolaan ulasan konsumen dan peningkatan kesadaran merek untuk meningkatkan daya saing di pasar minuman kopi. Kesimpulannya, penguatan E-WOM dan Brand Awareness sangat penting dalam meningkatkan keputusan pembelian konsumen.
Keywords
Article Details
References
- Anggraini, L. P., & Sobari, N. (2023). The Mediation Role of Review Helpfulness, Customers Trust, and Brand Attitude Towards Positive e-WOM and Purchase Intention in Cosmetic Shopping Experience. Jurnal Manajemen Teori Dan Terapan| Journal of Theoretical and Applied Management, 16(1), Article 1. https://doi.org/10.20473/jmtt.v16i1.42345
- Diansyah, D., & Nadya, P. (2023). The Effect of Digital Marketing and Product Quality on Customer Satisfaction with Purchase Decisions as a Moderation Variable at Cv. Carlitos Maju Pratama. Return : Study of Management, Economic and Bussines, 2(8), 845–853. https://doi.org/10.57096/return.v2i8.136
- Harjadi, D., Suhardi, D., & Ayisiyah, N. (2019). Electronic-Word Of Mouth And Product Quality On Buying Interest Through Trust In Online Shops. TRIKONOMIKA, 18(2), Article 2. https://doi.org/10.23969/trikonomika.v18i2.2140
- Kumontoy, M., Tumbel, A., & Tampenawas, J. (2023). Pengaruh Brand Awareness, Brand Characteristic Dan Emotional Branding Terhadap Keputusan Pembelian Produk Ms Glow Di Ms Glow Pusat Tondano. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 11(1), 568–579. https://doi.org/10.35794/emba.v11i1.46023
- Latief, F., & Ayustira, N. (2020). Pengaruh Online Costumer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk Kosmetik Di Sociolla. Jurnal Mirai Management, 5(3), Article 3. https://doi.org/10.37531/mirai.v5i3.696
- Rahmah, R. M. (2022). Pengaruh Electronic Word of Mouth dan Citra Merek terhadap Keputusan Pembelian Masker Wajah Sariayu. Jurnal Bisnis Dan Kajian Strategi Manajemen, 6(2), Article 2. https://doi.org/10.35308/jbkan.v6i2.5710
- School of Business Management, Institute of Technology Bandung, & Putra, M. R. A. (2024). Proposed Marketing Strategy to Increase the Sales of Coffee Shop in Banjarmasin (Case Study: Eastland Coffee). International Journal of Current Science Research and Review, 07(07). https://doi.org/10.47191/ijcsrr/V7-i7-05
- Stefanny, G., Heri Pratikto, & Agus Hermawan. (2022). The Effect of Electronic Word of Mouth and Brand Image on Online Shopping Behavior Through Online Purchase Intention as Intervening Variables (Study on Marketplace Shopee Users). International Journal Of Humanities Education and Social Sciences (IJHESS), 2(2). https://doi.org/10.55227/ijhess.v2i2.278
- Suardana, I. A. R. A., Mahyuni, L. P., Lestari, N. P. N. E., & Suardana, I. B. R. (2024). Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing. JBTI : Jurnal Bisnis : Teori Dan Implementasi, 15(1), Article 1. https://doi.org/10.18196/jbti.v15i1.20901
- Sudirjo, F., Ausat, A. M. A., Suherlan, S., & Azzaakiyyah, H. K. (2024). Understanding Psychological Dynamics in Consumer Decision-Making Processes in the Digital Marketing Era: A Review. Jurnal Penelitian Inovatif, 4(2), 635–644. https://doi.org/10.54082/jupin.384
- Sumampouw, R., Sumampouw, J., & Pandowo, A. (2022). Pengaruh Electronic Word-of-Mouth terhadap Minat Beli pada Produk Scarlett dengan Kesadaran Merek sebagai Variabel Mediasi. Manajemen dan Kewirausahaan, 3(2), 111–124. https://doi.org/10.53682/mk.v3i2.4201
- Utami, M. D., Lita, R. P., & Alfitman. (2023). The relationship of social media marketing, brand awareness and purchase decisions on somethinc products in padang city. Enrichment : Journal of Management, 13(1), Article 1. https://doi.org/10.35335/enrichment.v13i1.1217
- Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55–69. https://doi.org/10.47700/jiefes.v3i1.4293
References
Anggraini, L. P., & Sobari, N. (2023). The Mediation Role of Review Helpfulness, Customers Trust, and Brand Attitude Towards Positive e-WOM and Purchase Intention in Cosmetic Shopping Experience. Jurnal Manajemen Teori Dan Terapan| Journal of Theoretical and Applied Management, 16(1), Article 1. https://doi.org/10.20473/jmtt.v16i1.42345
Diansyah, D., & Nadya, P. (2023). The Effect of Digital Marketing and Product Quality on Customer Satisfaction with Purchase Decisions as a Moderation Variable at Cv. Carlitos Maju Pratama. Return : Study of Management, Economic and Bussines, 2(8), 845–853. https://doi.org/10.57096/return.v2i8.136
Harjadi, D., Suhardi, D., & Ayisiyah, N. (2019). Electronic-Word Of Mouth And Product Quality On Buying Interest Through Trust In Online Shops. TRIKONOMIKA, 18(2), Article 2. https://doi.org/10.23969/trikonomika.v18i2.2140
Kumontoy, M., Tumbel, A., & Tampenawas, J. (2023). Pengaruh Brand Awareness, Brand Characteristic Dan Emotional Branding Terhadap Keputusan Pembelian Produk Ms Glow Di Ms Glow Pusat Tondano. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 11(1), 568–579. https://doi.org/10.35794/emba.v11i1.46023
Latief, F., & Ayustira, N. (2020). Pengaruh Online Costumer Review Dan Customer Rating Terhadap Keputusan Pembelian Produk Kosmetik Di Sociolla. Jurnal Mirai Management, 5(3), Article 3. https://doi.org/10.37531/mirai.v5i3.696
Rahmah, R. M. (2022). Pengaruh Electronic Word of Mouth dan Citra Merek terhadap Keputusan Pembelian Masker Wajah Sariayu. Jurnal Bisnis Dan Kajian Strategi Manajemen, 6(2), Article 2. https://doi.org/10.35308/jbkan.v6i2.5710
School of Business Management, Institute of Technology Bandung, & Putra, M. R. A. (2024). Proposed Marketing Strategy to Increase the Sales of Coffee Shop in Banjarmasin (Case Study: Eastland Coffee). International Journal of Current Science Research and Review, 07(07). https://doi.org/10.47191/ijcsrr/V7-i7-05
Stefanny, G., Heri Pratikto, & Agus Hermawan. (2022). The Effect of Electronic Word of Mouth and Brand Image on Online Shopping Behavior Through Online Purchase Intention as Intervening Variables (Study on Marketplace Shopee Users). International Journal Of Humanities Education and Social Sciences (IJHESS), 2(2). https://doi.org/10.55227/ijhess.v2i2.278
Suardana, I. A. R. A., Mahyuni, L. P., Lestari, N. P. N. E., & Suardana, I. B. R. (2024). Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing. JBTI : Jurnal Bisnis : Teori Dan Implementasi, 15(1), Article 1. https://doi.org/10.18196/jbti.v15i1.20901
Sudirjo, F., Ausat, A. M. A., Suherlan, S., & Azzaakiyyah, H. K. (2024). Understanding Psychological Dynamics in Consumer Decision-Making Processes in the Digital Marketing Era: A Review. Jurnal Penelitian Inovatif, 4(2), 635–644. https://doi.org/10.54082/jupin.384
Sumampouw, R., Sumampouw, J., & Pandowo, A. (2022). Pengaruh Electronic Word-of-Mouth terhadap Minat Beli pada Produk Scarlett dengan Kesadaran Merek sebagai Variabel Mediasi. Manajemen dan Kewirausahaan, 3(2), 111–124. https://doi.org/10.53682/mk.v3i2.4201
Utami, M. D., Lita, R. P., & Alfitman. (2023). The relationship of social media marketing, brand awareness and purchase decisions on somethinc products in padang city. Enrichment : Journal of Management, 13(1), Article 1. https://doi.org/10.35335/enrichment.v13i1.1217
Yulindasari, E. R., & Fikriyah, K. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies, 3(1), 55–69. https://doi.org/10.47700/jiefes.v3i1.4293