Pengaruh E-WOM, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian Kopi Fore Delta Sari Sidoarjo: Studi Kasus Konsumen Kopi Fore Delta Sari Sidoarjo

Eka Nurhaliza; Siti Mahmudah

doi:10.61132/rimba.v4i3.2792

Authors

Eka Nurhaliza Universitas Maarif Hasyim Latif
Siti Mahmudah Universitas Maarif Hasyim Latif

DOI:

https://doi.org/10.61132/rimba.v4i3.2792

Keywords:

Brand Image, Electronic Word of Mouth, Fore Coffee, Product Quality, Purchasing Decision

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), brand image, and product quality on the decision to purchase Kopi Fore among consumers in Delta Sari, Sidoarjo. The study employed a quantitative approach using a survey method. Data were collected by distributing questionnaires to 178 respondents who had previously purchased and consumed Fore Coffee in the Delta Sari area of Sidoarjo. The sampling technique used was purposive sampling. Data analysis was conducted using validity tests, reliability tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that Electronic Word of Mouth (E-WOM), brand image, and product quality have a positive and significant influence on the decision to purchase Kopi Fore, both partially and simultaneously. Product quality was one of the strongest factors influencing purchasing decisions, followed by brand image and E-WOM. These findings indicate that positive reviews on digital media, a good brand image, and product quality that meets consumer expectations can increase the likelihood of purchasing Fore Coffee.

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