<![CDATA[Fluctuations in sales and a downward trend observed in recent periods indicate that consumer purchasing decisions at the "Tempo Dulu Kopi" coffee shop in Denpasar City have not yet stabilized; consumers tend to be selective, weigh various alternatives, and do not always make immediate purchases despite exposure to digital information. This study aims to analyze the influence of digital marketing via TikTok, electronic word-of-mouth (e-WOM), and brand image on purchasing decisions among Generation Z. A quantitative approach was employed, using an associative method and multiple linear regression analysis. The study population consisted of Generation Z consumers who had visited Tempo Dulu Kopi, with a sample of 80 respondents selected via purposive sampling. The results indicate that while digital marketing has a positive relationship with purchasing decisions, it does not yet play a significant role; conversely, e-WOM and brand image demonstrate both positive and significant relationships, and the three variables collectively show a significant association. The findings imply that purchasing decisions are influenced more by consumer reviews and brand image than by digital marketing activities; Therefore, optimizing information quality and enhancing the consumer experience are essential to building confidence during the purchasing process.]]>
Copyrights © 2026
