PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KOPI TUKU

Gabriel Putra Liberto, . (2025) PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KOPI TUKU. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The use of digital media, particularly social media, has become a vital tool for coffee shop businesses to introduce and promote their brand and products, aiming to enhance consumer purchase decisions. This study seeks to analyze the influence of Electronic Word of Mouth (eWOM) and Brand Image on the purchasing decisions of Tuku Coffee consumers. A total of 100 respondents who had purchased and consumed Tuku Coffee in the past six months were selected as the sample. This research employs a Multiple Linear Regression Analysis method with a quantitative approach using a Likert scale and purposive sampling technique. The study is based on the Elaboration Likelihood Model, which proposes two pathways individuals use to process persuasive messages: the central route and the peripheral route. The findings reveal that Electronic Word of Mouth (eWOM), representing the peripheral route, and Brand Image, representing the central route, both have a positive and significant effect on purchasing decisions. Furthermore, eWOM and Brand Image simultaneously influence the purchasing decisions of Tuku Coffee products. The study concludes that improving Electronic Word of Mouth (eWOM) will enhance purchasing decisions, while a strong Brand Image will further increase consumer purchasing decisions for Tuku Coffee. The research suggests several strategies for Tuku Coffee to enhance its brand image, such as creating more engaging and informative Instagram posts, utilizing features like Stories, IGTV, and Reels, and encouraging positive eWOM through partnerships with influencers and customer reviews. These findings underscore the importance of eWOM management and a positive brand image in social media marketing to influence consumer purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2010411097] [Pembimbing: Damayanti] [Penguji 1: Rini Riyantini] [Penguji 2: Anindita Lintangdesi]
Uncontrolled Keywords:	Electronic Word Of Mouth, Brand Image, Purchasing Decisions, Elaboration Likelihood Model, Social Media, TUKU Coffee
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User:	GABRIEL PUTRA LIBERTO
Date Deposited:	24 Mar 2025 01:20
Last Modified:	24 Mar 2025 01:20
URI:	http://repository.upnvj.ac.id/id/eprint/36122

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