HOW DOES WORD OF MOUTH AFFECT PURCHASE DECISION?:THE MEDIATING ROLE OF BRAND AWARENESS (Studi Kasus Pada Konsumen Kopi Kulo di Kota Semarang)

Maria Rosalina Muja

Abstract


The purpose of this study is to investigate how Word of Mouth (WOM) affects consumers' purchasing decisions for Kulo Coffee in Semarang City, using Brand Awareness as a mediating variable. This study was motivated by the high business competition in the coffee industry, where effective marketing strategies are needed to increase purchasing decisions. The research model developed examines the relationship between WOM, social media marketing, and Brand Awareness on consumer purchasing decisions. Data were collected through questionnaires distributed to 200 respondents. Data analysis was carried out using the Structural Equation Modeling (SEM) method. The results showed that WOM has a significant influence on purchasing decisions, both directly and through Brand Awareness as a mediating variable. In addition, Social Media Marketing was also found to have a significant effect on Brand Awareness and purchasing decisions. This study provides theoretical and practical implications for entrepreneurs in the coffee industry to focus more on increasing Brand Awareness through Word of Mouth and social media marketing to influence consumer purchasing decisions.

References


Abdul Kadir. (2018). Peranan brainware dalam sistem informasi manajemen jurnal ekonomi dan manajemen sistem informasi. Sistem Informasi, 1(September), 60–69. https://doi.org/10.31933/JEMSI

Aguayo Torrez, M. V. (2021). No 主観的健康感を中心とした在宅高齢者における 健康関連指標に関する共分散構造分析Title. 2(3), 874–890.

Amran. (2020). the Role of Social Media Marketing and Word of Mouth in Building Brand Awareness At Brownies Vannisa. Procuratio : Jurnal Ilmiah Manajemen, 8(2), 237–243.

Budyastuti, T. (2021). Pengaruh financial technology dan literasi keuangan terhadap keberlangsungan usaha. Jurnal Online Insan Akuntan, 6(Desember), 169–170.

Cahyani, P. D., Utami, N., & Lestari, S. B. (2022). Pengaruh Word of Mouth, Kesadaran Merek dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Konsumen Mie Gacoan di Yogyakarta). Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 2(2), 851–866.

Ena, M. Y., Nyoko, A. E. L., & Ndoen, W. M. (2020). Pengaruh Persepsi Harga, Kualitas Pelayanan, Lokasi Dan Word of Mouth Terhadap Keputusan Pembelian Di Chezz Cafenet. Journal of Management : Small and Medium Enterprises (SMEs), 10(3), 299–310. https://doi.org/10.35508/jom.v10i3.1998

Ferdiana Fasha, A., Rezqi Robi, M., & Windasari, S. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Brand Ambassador Dan Brand Image (Literature Review Manajemen Pemasaran). Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 30–42. https://doi.org/10.38035/jmpis.v3i1.840

Hair, J., Anderson, R., Babin, B., & Black, W. (2010). Multivariate Data Analysis.pdf. In Australia : Cengage: Vol. 7 edition (p. 758).

I Wayan Astu Upekca, Willy Dery Adrian, Yudha Syafendra, & Arnolt Kristian Pakpahan. (2022). Antaseden Dari Word Of Mouth Pada Kedai Kopi Lokal Di Indonesia. Jurnal Ekonomi, 27(3), 441–459. https://doi.org/10.24912/je.v27i3.1175

Mulyansyah, G. T., & Sulistyowati, R. (2020). Pengaruh Digital Marketing Berbasis Sosial Media terhadap Keputusan Pembelian Kuliner di Kawasan G-Walk Surabaya. Pendidikan Tata Niaga, 9(1), 1097–1103. https://jurnalmahasiswa.unesa.ac.id/index.php/jptn/article/view/36056

Narottama, N., & Moniaga, N. E. P. (2022). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Konsumen Pada Destinasi Wisata Kuliner di Kota Denpasar. Jurnal Master Pariwisata (JUMPA), January 2022, 741. https://doi.org/10.24843/jumpa.2022.v08.i02.p19

Putra, I. D. P. G. W., & Aristana, M. D. W. (2020). PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION (Studi Kasus : SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11, 1035. https://doi.org/10.24843/eeb.2020.v09.i11.p01

Riorini, S. V. (2018). Social media marketing toward perceptual consciousness and its impact on online purchasing intention. European Research Studies Journal, 21(1), 402–416.

Upadana, M. wahyu K., & Pramudana, K. A. S. (2020). Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(5), 1921. https://doi.org/10.24843/ejmunud.2020.v09.i05.p14

Utami, G. R., & Saputri, M. E. (2020). PENGARUH SOCIAL MEDIA MARKETING TERHADAP CUSTOMER ENGAGEMENT DAN LOYALITAS MEREK PADA AKUN INSTAGRAM TOKOPEDIA under a Creative Commons Attribution (CC-BY-NC-SA) 4.0 license CORE View metadata, citation and similar papers at core.ac.uk provided by Electro. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 185–198. http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/388

Wahyuningsih, U., & Suardi, N. (2010). Pengaruh kinerja dosen terhadap kepuasan mahasiswa. Power Plant, 6(2), 109–116.

Yulianti.D.R. (2020). Pengaruh Brand Image, Green Marketing Strategy dan Emotional Desire terhadap Keputusan Pembelian Produk McDonald’s. Jurnal Ilmiah Manajemen Dan Bisnis, 5(1), 69–79. https://doi.org/10.38043/jimb.v5i1.2410




DOI: http://dx.doi.org/10.29040/jie.v8i4.15247

Refbacks

  • There are currently no refbacks.


btn4d

ada777

klik-4d.com