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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis
Syofiatul Safitri
Universitas Riau, Riau
Economics, Econometrics & Finance

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Pengaruh Electronic Word Of Mouth (E-Wom) dan Brand Trust Terhadap Purchase Decision Produk Wardahdi Kota Pekanbaru Salwa Julianti; Syofiatul Safitri
E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Vol 19 No 1 (2026): JURNAL ILMIAH EKONOMI DAN BISNIS
Publisher : LPPM Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/e-bisnis.v19i1.3485

Abstract

This research focuses on analyzing the role of electronic word of mouth (e-WOM) communication and brand trust in influencing purchase decisions for Wardah products in Pekanbaru. This study employs quantitative methods using two data sources: primary and secondary data. Primary data were collected through questionnaires distributed to 96 female Wardah users aged 17 to 35 years residing in Pekanbaru. Respondents were selected using purposive sampling based on specific criteria established by the researcher. All variable indicators were measured using a Likert scale to obtain quantitative assessments from respondents. Data processing and analysis were carried out through a series of statistical steps, including instrument testing (validity and reliability), classical assumption testing, multiple linear regression analysis, partial and simultaneous hypothesis testing (t-test and F-test), and calculating the coefficient of determination (R²) using SPSS software. The test results indicate that e-WOM communication significantly increases consumers' likelihood of making purchase decisions. Likewise, brand trust has been shown to contribute positively and significantly to these decisions. Together, these two independent variables significantly explain variations in Wardah product purchasing decisions in Pekanbaru. This confirms that the quality of digital information consumers receive and confidence in brand credibility are important factors in driving purchases
Pengaruh Store Atmosphere dan Service Quality Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen sebagai Variabel Intervening Pada Pelanggan Kaldi Coffee Shop Pekanbaru Feblin Isma Anjelika; Syofiatul Safitri
E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Vol 19 No 1 (2026): JURNAL ILMIAH EKONOMI DAN BISNIS
Publisher : LPPM Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/e-bisnis.v19i1.3587

Abstract

Coffee shops in Indonesia are experiencing rapid growth, making them one of the most dynamic and competitive sectors in the food and beverage industry. This study was conducted among customers of Kaldi Coffee Shop in Pekanbaru to determine the influence of store atmosphere and service quality on repurchase decisions, with customer satisfaction as an intervening variable. The research sample consisted of 99 customers of Kaldi Coffee Shop in Pekanbaru, selected using purposive sampling based on specific criteria. Data were collected through a questionnaire and subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The test results indicate that Store Atmosphere has a positive and significant effect on Customer Satisfaction and a significant effect on Repurchase Decision. Service Quality was also found to have a positive and significant effect on Customer Satisfaction, as well as a significant effect on Repurchase Decision. Customer Satisfaction was found to have a significant effect on Repurchase Decision. Indirectly, Store Atmosphere has a significant effect on Repurchase Decision through Consumer Satisfaction, and Service Quality has a significant effect on Repurchase Decision through Consumer Satisfaction. This indicates that the customer experience, supported by an aesthetically pleasing cafe atmosphere and excellent service, is capable of building consumer satisfaction, which in turn becomes the primary driver of repurchase loyalty at Kaldi Coffee Shop Pekanbaru.
Co-Authors Feblin Isma Anjelika Salwa Julianti