<![CDATA[Penelitian ini bertujuan untuk menginvestigasi pengaruh citra merek, persepsi harga, dan Word of Mouth (WOM) terhadap keputusan pembelian konsumen kopi di Janji Jiwa, Jakarta Barat. Dengan menggunakan rancangan cross-sectional, data dikumpulkan melalui kuesioner terhadap 179 responden. Desain penelitian dengan kuantitatif-deskriptif. Metode analisis data menggunakan SEM-PLS (Partial Least Square). Teknik pemilihan sampel berdasarkan metode non-probability sampling dilakukan dengan teknik purposive sampling. Hasil analisis menunjukkan bahwa citra merek, persepsi harga, dan WOM berpengaruh signifikan terhadap keputusan pembelian produk Janji Jiwa. Implikasi penelitian ini adalah pentingnya memperkuat citra merek dan memanfaatkan WOM sebagai strategi pemasaran efektif produk kopi Janji Jiwa. This study aims to investigate the influence of brand image, price perception, and Word of Mouth (WOM) on coffee consumers' purchasing decisions in Janji Jiwa, West Jakarta. Using a cross-sectional design, data were collected through a questionnaire of 179 respondents. The research design is quantitative-descriptive. The data analysis method was SEM-PLS (Partial Least Square). The sample selection technique based on the non-probability sampling method was carried out by the purposive technique. The results of the analysis show that brand image, price perception, and WOM have a significant influence on purchasing decisions for Janji Jiwa products. The implication of this research is the importance of strengthening brand image and utilizing WOM as an effective marketing strategy for Janji Jiwa coffee products.]]>
