Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Riset Multidisiplin Edukasi
Ilham Rafii Priyambodo
Unknown Affiliation
Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH PRICE TERHADAP ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE SERTA TERHADAP REPURCHASE INTENTION KONSUMEN KOPI LOKAL KEKINIAN (KOPI TUKU DI JAKARTA) Ilham Rafii Priyambodo; Mohammad Rizan; Nofriska Krissanya
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 7 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Juli 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i7.672

Abstract

This study examines the influence of price on electronic word of mouth (E-WOM) and brand image, and their effects on repurchase intention among consumers of contemporary local coffee, focusing on Kopi Tuku in Jakarta. Using a quantitative approach, data were collected via an online questionnaire from 287 respondents who had purchased Kopi Tuku at least five times in the past three months, lived in Jakarta, were over 17 years old, and actively used the internet and social media to obtain information about the brand. The data were analyzed using Structural Equation Modeling (SEM) with Lisrel 8.8 software. Results indicate that price has a significant positive direct effect on E-WOM, brand image, and repurchase intention. Furthermore, E-WOM positively influences both brand image and repurchase intention. These findings support the Stimulus-Organism-Response (SOR) theory, suggesting that price as a stimulus affects internal consumer perceptions (E-WOM and brand image), which in turn impact repurchase intention as the consumer’s response. This research contributes theoretically by enhancing understanding of consumer behavior in the local coffee market and offers practical recommendations for Kopi Tuku’s management to optimize pricing strategies, strengthen brand image, and encourage positive E-WOM to improve customer loyalty and sales. The study provides valuable insights for businesses competing in the growing market of modern local coffee consumers.
Co-Authors Mohammad Rizan Nofriska Krissanya