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Cakrawala Repositori Imwi
Published by Institut Manajemen Wiyata Indonesia
ISSN : 26208490     EISSN : 26208814     DOI : https://doi.org/10.52851/cakrawala.
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Cakrawala Repositori IMWI focuses on publishing original research articles, reviewing articles from contributors, and current issues relating to Economics, Business and Management. The main purpose of the journal is to provide a platform for scholars, academics, and researchers to share contemporary thinking in the field. The work should not be published or submitted for publication elsewhere. The official language of the manuscript that will be published in Jurnal Cakrawala Repositori IMWI is Indonesian. For information and registration, contact cakrawala@imwi.ac.id. Jurnal Cakrawala Repositori IMWI is a peer-reviewed journal which is published six times a year. This journal is an open-access that publishes research outcomes with significant contributions to the understanding and improvement of management science. The review process in this journal employs a double-blind peer-review, which means that both the reviewer and author identities are concealed from the reviewers, and vice versa.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
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Search results for , issue "172-182" : 1 Documents clear
The Effect of Social Media Marketing and Electronic Word of Mouth on Purchase Decisions, with Brand Awareness as A Mediating Variable, at Mosa Coffee Garage Damar Athala Raya; Vigory Gloriman Manalu
Cakrawala Repositori IMWI 172-182
Publisher : Institut Manajemen Wiyata Indonesia & Asosiasi Peneliti Manajemen Indonesia

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Abstract

Competition among coffee shops in Bandung has become increasingly intense due to the rapid growth of coffee shop businesses and changing consumer behavior in digital environments. This study analyzed the effects of Social Media Marketing (SMM) and Electronic Word of Mouth (E-WOM) on Purchase Decisions, with Brand Awareness as a mediating variable at Mosa Coffee Garage. Using a quantitative associative approach with a survey method, an online questionnaire was distributed to 446 respondents who had previously purchased products at Mosa Coffee Garage. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) through SmartPLS 4.0. The results showed that SMM (coefficient = 0.491; T-statistic = 17.815) and E-WOM (coefficient = 0.641; T-statistic = 24.222) had significant and positive effects on Brand Awareness. Brand Awareness demonstrated the strongest positive effect on Purchase Decisions (coefficient = 1.095; T-statistic = 29.755). Interestingly, SMM (-0.165) and E-WOM (-0.314) exhibited negative direct effects on Purchase Decisions; however, Brand Awareness successfully mediated these relationships through positive indirect effects (SMM?BA?PD = 0.537; E-WOM?BA?PD = 0.702). The R² values indicated that 68.9% of the variance in Brand Awareness and 67.9% of the variance in Purchase Decisions were explained by the proposed model. These findings confirm that digital marketing strategies are more effective in influencing purchase decisions when they first strengthen brand awareness rather than relying solely on direct promotional approaches that may generate consumer resistance.

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