PENGARUH BRAND IMAGE, DIGITAL MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK SIGNATURE DI COFFEE SHOP GEMATI KOTA SURAKARTA

Farrel Putra Artantyo; M. Farid Wajdi

doi:10.34127/jrlab.v14i2.1470

Authors

Farrel Putra Artantyo Manajemen ,Fakultas Ekonomi dan Binis, Universitas Muhammadiyah Surakarta
M. Farid Wajdi Manajemen, Fakultas Ekonomi dan Binis, Universitas Muhammadiyah Surakarta

DOI:

https://doi.org/10.34127/jrlab.v14i2.1470

Keywords:

Brand Image, Digital Marketing, Electronic Word Of Mouth, Purchasing Decisions

Abstract

The objective of this research is to examine the impact of brand image, digital marketing, and electronic word of mouth (e-WOM) on consumers’ purchasing decisions regarding signature products offered by Gemati Coffee Shop in Surakarta. This investigation employed a non-probability sampling strategy, specifically utilizing purposive sampling to select participants. Data were gathered through a structured questionnaire using a Likert scale to measure responses. The target population comprised individuals from the general public who expressed an intention to purchase the coffee shop's signature products, with a total sample size of 100 respondents. Empirical findings from the study reveal that both brand image and e-WOM exert a statistically significant and positive influence on purchasing decisions. Conversely, digital marketing was found to have no significant effect on consumer choices. These results contribute to the understanding of key determinants shaping purchasing behaviors in the context of local specialty coffee establishments, with a particular focus on Gemati Surakarta. The lack of a notable impact from digital marketing presents a noteworthy contradiction to prevailing assumptions regarding its effectiveness, suggesting the need for more nuanced and consumer-oriented marketing approaches. This insight emphasizes the pivotal role of brand perception and consumer-driven communication in formulating successful promotional strategies.

References

Alarsali, N., & Aghaei, I. (2021). Effective Determinants of Consumer Buying Decision on OTC Medications: Digital Marketing, Brand Experience, and Reference Groups. BOHR International Journal of Computer Science, 1(1), 56–67. https://doi.org/10.54646/BIJCS.010

Apriliani, H. N., & Setyawati, H. A. (n.d.). Pengaruh Electronic Word of Mouth, Brand Image, dan Brand Trust terhadap Keputusan Pembelian Produk Moisturizer Skintific (Studi pada Masyarakat Kabupaten Kebumen). In Jurnal Ilmiah Mahasiswa Manajemen (Vol. 5, Issue 3). https://jurnal.universitasputrabangsa.ac.id/index.php/jimmba/index

Azizan, N. S., & Yusr, M. M. (2019). The Influence Of Customer Satisfaction, Brand Trust, And Brand Image Towards Customer Loyalty. International Journal of Entrepreneurship and Management Practices, 2(7), 93–108. https://doi.org/10.35631/ijemp.270010

Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. In Journal of the Academy of Marketing Science (Vol. 48, Issue 3, pp. 422–448). Springer. https://doi.org/10.1007/s11747-019-00706-1

Bahari Suryana, A. R., Ansari Harahap, D., & Akbar Rohandi, M. M. (2022). Pengaruh Price Discount, Store Atmosphere, dan Service Quality terhadap Costumer Loyalty di Critoe Coffee Bandung. Bandung Conference Series: Business and Management, 2(2). https://doi.org/10.29313/bcsbm.v2i2.3671

Dewi, T. C. C., & Kuswati, R. (2024). Analysis the Effect of Brand Experience on e-WOM: Brand Love as Mediating (pp. 270–283). https://doi.org/10.2991/978-94-6463-204-0_24

Indriana, A., Sholahuddin, M., & Kuswati, R. (2022). Journal of Business and Management Studies The Impact of e-WOM and Celebrity Endorser on Purchase Intention Mediated by Brand Image: A Study on Halal Cosmetic Products. https://doi.org/10.32996/jbms

Kerdpitak, C. (2022). The effects of innovative management, digital marketing, service quality and supply chain management on performance in cultural tourism business. Uncertain Supply Chain Management, 10(3), 771–778. https://doi.org/10.5267/j.uscm.2022.4.005

Nguyen, H. V., Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. International Journal of Environmental Research and Public Health, 16(6). https://doi.org/10.3390/ijerph16061037

Nurhadi, M., Suryani, T., & Fauzi, A. A. (2023). The Power of Website and Social Media for Strengthening Brand Image, E-WoM, and Purchase Decision. Journal of Economics, Business, & Accountancy Ventura, 25(3), 273. https://doi.org/10.14414/jebav.v25i3.3093

Pebrianti, W., Arweni, A., & Awal, M. (2020). Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial. JURNAL ILMU EKONOMI & SOSIAL, 11(1), 48–56. https://doi.org/10.35724/jies.v11i1.2848

Purwianti, L., Niawati,  1, & Kunci, K. (2022). Analysis of e-WOM, Brand Attitude, Brand Image on Purchase Intention Abstrak. SEIKO : Journal of Management & Business, 5(1), 2022–2356. https://doi.org/10.37531/sejaman.v5i1.1664

Putithanarak, N., Klongthong, W., Thavorn, J., & Ngamkroeckjoti, C. (2022). Predicting Consumers’ Repurchase Intention of Ready-to-Drink Coffee: A Supply Chain from Thai Producers to Retailers. Journal of Distribution Science, 20(5), 105–117. https://doi.org/10.15722/jds.20.05.202205.105

Rahmadhani, A. V., & Widodo, A. (2023). Pengaruh Green Brand Image, Green Brand Trust, Green Brand Awareness dan Green Brand Satisfaction terhadap Purchase Intention pada Konsumen Air Mineral Merek Aqua. Jurnal Samudra Ekonomi Dan Bisnis, 14(3), 393–405. https://doi.org/10.33059/jseb.v14i3.3891

Salehzadeh, R., Sayedan, M., Mirmehdi, S. M., & Heidari Aqagoli, P. (2023). Elucidating green branding among Muslim consumers: the nexus of green brand love, image, trust and attitude. Journal of Islamic Marketing, 14(1), 250–272. https://doi.org/10.1108/JIMA-08-2019-0169

Sekaran, U., & Bougie, R. (2016). pdf Research Methods For Business : A Skill-Building Approach. In Sekaran dan Bougie (6th ed.). Alfabeta.

Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability (Switzerland), 12(4). https://doi.org/10.3390/su12041691

Shamim, K., & Islam, T. (2022). Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 32(4), 601–626. https://doi.org/10.1080/21639159.2022.2052342

Tsabitah, N., & Anggraeni, R. (2021). The Effect of Brand Image, Brand Personality and Brand Awareness on Purchase Intention of Local Fashion Brand “This Is April.” KINERJA, 25(2), 234–250. https://doi.org/10.24002/kinerja.v25i2.4701

Wajdi, M. F., Farid Wajdi, M., Agus, A., Syamsudin, S., Isa, D. M., Yani, J. A., Pos, T., & Sukoharjo, P. K. (2012). 16 BENEFIT Jurnal Manajemen dan Bisnis Manajemen Risiko Bisnis Umkm Di Kota Surakarta. In BENEFIT Jurnal Manajemen dan Bisnis (Vol. 16, Issue 2).

Wajdi, M. F., Mangifera, L., Wahyuddin, M., & Isa, M. (2019). Exploration of Entrepreneurial Skills for SMEs Development.

Wilson, G., Johnson, O., & Brown, W. (2024). The Influence of Digital Marketing on Consumer Purchasing Decisions. https://doi.org/10.20944/preprints202408.0347.v1