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Restu Frida Utami
Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Purwokerto
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)

 1 
Pengaruh Content Marketing, Physical Evidence, dan Word of Mouth Terhadap Keputusan Pembelian Apriyana, Nurul; Utami, Restu Frida; Astuti, Herni Justiana; Endratno, Hermin
Journal of Business and Economics Research (JBE) Vol 7 No 1 (2026): February 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v7i1.9126

Abstract

The increasingly fierce competition in the food and beverage industry in Purwokerto City requires cafe business owners to understand the dominant factors that trigger consumer purchasing decisions. This study aims to analyze the influence of content marketing, physical evidence, and word of mouth on purchasing decisions among customers of Arasta Alpha Cafe in Purwokerto. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis method. The sample in this study consisted of 127 respondents selected using a purposive sampling technique based on certain criteria. The results of the analysis show that content marketing and physical evidence have a positive and significant effect on purchasing decisions. Conversely, word of mouth does not have a significant effect on purchasing decisions. The three variables are able to explain 71.4% of the variation in consumer purchasing decisions. This finding indicates that the model built has strong predictive power in explaining consumer behavior. This emphasizes the importance of implementing relevant content marketing strategies and optimal physical evidence in attracting purchasing decisions. The results show that word of mouth has no significant effect, indicating that verbal recommendations without visual evidence are less able to validate consumer expectations. On the other hand, content marketing and visible physical evidence play a greater role in influencing purchasing decisions.
Co-Authors Aeni, Nurul Nur Afiani, Mirza Zulmi Akhmad Darmawan Akhmad Fauzi Andrean, Dimas Anggraito, Lucky Annisa Ilma Hartikasari Apriyana, Nurul Arini Hidayah, Arini Arman, Faris Meirizki Arofah, Rifka Utami Awalia, Melani Bagis, Fatmah Dian Papulasih Dini Siswani Mulia Erny Rachmawati Febiani, Syarila Asri Febriansyah, Wivan Febrilianty, Arfannisa Hardyanthi, Try Hartikasari, Annisa Ilma Hengky Widhiandono, M.Si. S.E. Hermin Endratno Herni Justiana Astuti Herni Justiana Astuti Ika Yustina Rahmawati Inayati, Nur Isna Istianah Istianah M Makhrus M Makhrus Makhrus, M Maulida Nurul Innayah Mawaddah, Apriani Miftahuddin, Muchammad Agung Mufida Nofiana Mufida Noviana Muryanto, Muhammad Naelati Tubastuvi Naelati Tubastuvi Nofianingsih, Elsa Petra, Dany Nofrizal Purnadi Purnadi Purnadi, Purnadi Putri Dwi Cahyani Putri Dwi Cahyani, Putri Dwi Rahmawati, Ika Yustina Ramdhani, Muhamad Luthfi Refaldy Barry Saputra Rizaldi Anggito Yudha Safitri Mukarromah Salsa Bila, Meisya Noor Salsabila, Difa Putri Saputra, Eqwar Selamat Eko Budi Santoso Siti Rahayu Slamet Budi Santoso Sri Wahyuni Sugeng Priyadi Suyoto Suyoto Suyoto Suyoto Syifaramadan, Choiruddin Sylvia Nur Saputri Totok Haryanto Tri Septin Muji Rahayu, Tri Septin Tubagus Zuhdan Azis Wahid, Dimas Lanang Rizky Wida Purwidianti