<![CDATA[The coffee industry in Indonesia has experienced rapid growth in line with the increasing culture of coffee consumption. One local coffee brand utilizes Instagram as a marketing communication tool. The purpose of this study is to determine and measure the influence of electronic word of mouth on the purchase decision of Kopi Calf. The research approach used is a quantitative approach that falls under quantitative explanatory using a survey method. The theoretical framework used includes the Electronic Word of Mouth theory from Goyette and Richard (2011) and the Purchase Decision theory from Kotler and Keller (2019). Data collection techniques used questionnaires distributed to 63 respondents with predetermined characteristics. The sampling method used probability sampling. The results of the study show that the influence of electronic word of mouth on Instagram has a positive and significant effect on purchasing decisions. This can be seen from the correlation coefficient value of 0.820 and the R Square value of 0.672 or 67.2%. This figure means that electronic word of mouth influences purchasing decisions, while the remaining 32.8% is influenced by other variables not examined in this study.]]>
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