PENGARUH DIGITAL MARKETING, WORD OF MOUTH, BRAND TRUST, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI KOPI KENANGAN PURWOKERTO
DOI:
https://doi.org/10.31959/jm.v15i3.4060Abstract
Introduction: This study aims to analyze the influence of digital marketing, word of mouth, brand trust, and brand image on purchase decisions among Kopi Kenangan consumers in Purwokerto.
Methods: This study uses a quantitative approach with primary data obtained through the distribution of questionnaires to 125 respondents who were selected using purposive sampling techniques. Data analysis was carried out using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the help of SmartPLS 3.0 software.
Results: The results of the study show that digital marketing, word of mouth, brand trust, and brand image have a positive and significant effect on the purchase decision of Kopi Kenangan.
Conclusion and Suggestion: The purchase decision for Kopi Kenangan shows that the better the digital marketing strategy carried out, the more positive word of mouth will be formed. And the higher the trust and brand image in the minds of consumers, it will increase consumer purchase decisions. Further research is suggested to involve more participants and add variables such as price and customer experience so that the study is more comprehensive and has a broader generalization power. There is an opportunity that occurs if moderation factors are added that can affect the relationship between independent variables and purchasing decisions or use a qualitative approach to better understand consumer perception.
Keywords: Brand Trust; Brand Image; Digital Marketing; Purchase Decision; Word of Mouth
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