PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SATU TUJUAN KOPI SURAKARTA

Abstract

This study aims to determine the effect of electronic word of mouth and brand image on purchasing decisions of Satu Tujuan Kopi Surakarta. The basic research method is descriptive analysis with a quantitative approach. The research location is Satu Tujuan Kopi Surakarta because Satu Tujuan Kopi has 7.881 followers on instagram and google with a rating of 4.5/5 and 1.400 reviews, it shows that Satu Tujuan Kopi gets electronic word of mouth and a good brand image on the internet. The data used are primary data and secondary data. Analysis of the data used is multiple linear regression analysis. The results showed that electronic word of mouth and brand image had an effect on purchasing decisions for Satu Tujuan Kopi Surakarta.

Keywords: Electronic word of mouth, brand image, purchase decisions, Satu Tujuan Kopi Surakarta