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Journal : Economic Reviews Journal

Pengaruh Brand Image, Brand Trust, dan Electronic Word of Mouth Terhadap Keputusan Pembelian Produk di Fore Cofee Gatsu Tengah Nia Yunita, Ni Kadek; Raka Suardana, Ida Bagus
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i4.998

Abstract

The growth of the modern coffee industry in Indonesia has increased significantly in line with lifestyle changes and advancements in digital technology. This development encourages businesses, including Fore Coffee Gatsu Tengah, to understand the determinants that influence consumer purchasing decisions. This study aims to analyze the influence of brand image, brand trust, and electronic word of mouth (e-WOM) on consumer purchasing decisions at Fore Coffee Gatsu Tengah. The research employed a quantitative approach with an associative design. The sample was determined using the Slovin formula and involved more than 100 respondents. Data were collected through questionnaires using a Likert scale, while data analysis was conducted using multiple linear regression complemented by the F-test, t-test, and coefficient of determination (R²) with the assistance of SPSS software. The results indicate that brand image, brand trust, and e-WOM simultaneously have a significant influence on purchasing decisions. Partially, brand trust and e-WOM show significant effects, whereas brand image demonstrates a weaker influence compared to the other variables. The Adjusted R² value of 0.523 indicates that 52.3% of the variation in purchasing decisions can be explained by the three independent variables, while the remaining 47.7% is influenced by other factors outside the research model. The findings contribute theoretically to the field of marketing management, particularly regarding the roles of brand image, brand trust, and e-WOM in shaping consumer behavior. Practically, the results serve as a reference for Fore Coffee in formulating more effective marketing strategies to enhance competitiveness and strengthen consumer purchasing decisions.
Co-Authors A.A. Istri Emilia Mayori Agung Indradinata Anak Agung Istri Edgina Dhaniswari Aprita Susanti Manu Artasuma, Luh Devi Astari, Ni Made Purnadi Basunari, A. A. Sri Dewi, Luh Putu Regita Septa Dewi, Ni Putu Ayu Cintya Dodik Ari Cahyono Fungky Arsana, I Komang Gamaya, Amritha Gde Sri Darma Gede Sri Darma Gusi Putu Lestara Permana I Dewa Ayu Rizky Pradnyani Marranitha I G. N. Oka Ariwangsa I Gede Bayu Mahardika I Gede Harditya Dharma I Gede Lingga Pramana I Gede Putu Kawiana I Gede Ryan Adhinata I Gede Sariastawa I Kadek Andy Asmarajaya I Made Arimbawa I Made Widya Suraputra I Nengah Dasi Astawa I Nyoman Ari Widana N I Nyoman Subanda I Putu Deddy Wirawan I Wayan Sari Ida Ayu Oka Martini Ida Ayu Radinia Asri Suardana Jaya, I Gst Ngurah Bagus Putra Kadek Devi Kalfika Anggria Wardani Kadek Wiji Kusumawardani Lemsina Kogoya Luh Kadek Budi Martini Luh Komang Candra Dewi Luh Putu Mahyuni Made Indrayani Santini Made Prema Putri Liemena Made Yudi Darmita Manikasanti, Luh Gede Mas Putri Ni Luh Gede Putri Antari Ni Luh Wulani Parwati Ni Nyoman Kerti Yasa Ni Nyoman Meryadi Ni Nyoman Sri Wisudawati Ni Putu Ari Aryawati Ni Putu Ayu Cintya Dewi Ni Putu Nina Eka Lestari Ni Putu Nina Eka Lestari Ni Wayan Rena Mariani Ni Wayan Yuli Yudianti Nia Yunita, Ni Kadek Nilna Muna Nuning Indah Pratiwi Prawitasari, Putu Putri Putri, Ni Kadek Amanda Maharani Putu Viona Nita Putri Rr. Astrid Adiyanti Prawitasari Ryan Adhinata, I Gede Sartika, Aishvarya Hari Nurvindati Supriyadinata Gorda, A.A Eddy Suwignyo Widagdo TRI YANA BHUANA, TRI YANA Wayan Ristya Dewantari Winda Aliya Agustin