<![CDATA[The rapid evolution of Indonesia’s coffee industry has fostered innovative business models such as Café on Wheels, exemplified by Jago Coffee’s mobile operations using electric vehicles (EVs). Despite its novelty, this model faces challenges in maintaining consumer interest and market competitiveness. This study analyzes the impact of Content Marketing, electronic word-of-mouth (eWOM), and Perceived Quality on Brand Awareness and Purchase Intention, with Brand Awareness as a mediating variable. Employing a quantitative survey method, data were collected from 399 active social media users (Instagram and TikTok) and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings indicate that both Content Marketing and eWOM significantly enhance Brand Awareness and directly influence Purchase Intention. Perceived Quality positively affects Brand Awareness but exhibits no significant direct impact on Purchase Intention. However, Perceived Quality indirectly contributes to Purchase Intentions through Brand Awareness. These results underscore social media engagement’s pivotal role in shaping consumer behavior within mobile coffee ventures. The study recommends that businesses like Jago Coffee prioritize Brand Awareness strategies via engaging digital content and user-driven eWOM to sustain growth and strengthen consumer loyalty. Future research should explore longitudinal impacts and additional mediating factors.]]>
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