Pengaruh Social Media Marketing dan Electronic Word Of Mouth terhadap Keputusan Pembelian melalui Brand Image pada Kopi Janji Jiwa di Kota Medan

Abstract

This study aims to identify and analyze the influence of Social Media Marketing and Electronic Word of Mouth on Purchase Decision through Brand Image among customers of Kopi Janji Jiwa in Medan City. This research is an associative study using primary data obtained through questionnaires distributed to consumers of Kopi Janji Jiwa. The population in this study consists of all consumers who have made purchases at Kopi Janji Jiwa stores in Medan City, with a total sample of 100 respondents. The data analysis technique used is Path Analysis and Sobel Test. The results show that Social Media Marketing, Electronic Word of Mouth, and Brand Image simultaneously have a significant effect on Purchase Decision among Kopi Janji Jiwa customers in Medan City. Partially, Social Media Marketing and Electronic Word of Mouth have a positive and significant effect on Brand Image, and both Social Media Marketing and Electronic Word of Mouth also have a positive and significant effect on Purchase Decision. Furthermore, Social Media Marketing and Electronic Word of Mouth through Brand Image are proven to have a significant effect on Purchase Decision among Kopi Janji Jiwa customers in Medan City.