Pengaruh Content Marketing dan E-WOM Terhadap Keputusan Pembelian pada C offee Shop Galdina Kopi dengan Brand Awareness sebagai Variabel Intervening

Main Article Content

Gisela Maslakhatul Umah
Syariefful Ikhwan
Azizah Indriyani

Abstract

This study aims to find out how content marketing and E-WOM affect the Purchase Decision of Galdina Kopi Coffee Shop with Brand Awareness and Buying Interest as Intervening Variables. This study uses a type of quantitative descriptive research using AMOS 22 Structural Equation Modelling (SEM) analysis. The population used in this study is catering customers with a total of 220 respondents. The results of the study show that content marketing has a positive effect on brand awareness with a CR value of 9,372 (CR ≥ 1.96) and a probability value of 0.000 (p ≤ 0.05). Content marketing has no positive effect on purchase decisions with a CR value of 0.438 (CR ≥ 1.96) and a probability value of 0.661 (p ≤ 0.05). Electronic word of mouth (E-WOM) has a positive effect on buying miat with a CR value of 8,150 (CR ≥ 1.96) and a probability value of 0.000 (p ≤ 0.05). Electronic word of mouth (E-WOM) has a positive effect on buying miat with a CR value of 8,150 (CR ≥ 1.96) and a probability value of 0.000 (p ≤ 0.05). Electronic word of mouth (E-WOM) has no positive effect on purchase decisions with a CR value of 0.840 (CR ≥ 1.96) and a probability value of 0.401 (p ≤ 0.05). Brand awareness has a positive effect on purchase decisions with a CR value of 3,666 (CR ≥ 1.96) and a probability value of 0.000 (p ≤ 0.05).  Buying interest had no positive effect on the purchase decision with a CR value of 1.186 (CR ≥ 1.96) and a probability value of 0.236 (p ≤ 0.05).

Downloads

Download data is not yet available.

Article Details

How to Cite
Umah, G. M. ., Ikhwan, S., & Indriyani, A. (2024). Pengaruh Content Marketing dan E-WOM Terhadap Keputusan Pembelian pada C offee Shop Galdina Kopi dengan Brand Awareness sebagai Variabel Intervening. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 3(6), 564–576. https://doi.org/10.56799/ekoma.v3i6.4426
Section
Articles