The Influence of Word of Mouth, Brand Awareness and Viral Marketing on Purchase Decisions (A Study on Consumers of Kopi Kenangan Purwokerto)
DOI:
https://doi.org/10.55927/ijabm.v4i4.456Keywords:
Word of Mouth, Brand Awareness, Viral Marketing, Purchase DecisionsAbstract
This study aims to analyze the influence of Word of Mouth, Brand Awareness and Viral Marketing on Purchase Decisions at Kopi Kenangan Purwokerto. The research method uses quantitative analysis, with data collection through online questionnaires. The sample used a non-probability purposive sampling technique. The population consists of customers Kopi Kenangan Purwokerto with an indeterminate number, so the Roscoe formula was used, involving 102 respondents who have made purchases more than twice at Kopi Kenangan Purwokerto and follow the Kopi Kenangan Instagram account. The data analysis technique used SPSS 26. The research results show that Word of Mouth, Brand Awareness and Viral Marketing have a positive effect on Purchase Decisions. This research proves that the implementation of effective communication strategies, brand awareness and digital marketing can drive an increase in purchases
References
Albachrie, H., Siahaan, R., Brawijaya, U., Moko, W., & Brawijaya, U. (2024). Pengaruh Pemasaran Viral Dan Kualitas. 03(2), 502–512.
Alfian, R., Nugroho, F. W., & Yuliana, L. (2024). Analysis of Brand Awareness, Brand Loyalty and Brand Reputation on Purchase Decisions. Jurnal Bisnis Dan Manajemen, 11(1), 63–74. http://jurnal.unmer.ac.id/index.php/jbm
Andrian, et al. (2022). Perilaku Konsumen. In Rena Cipta Mandiri (Vol. 3, Issue 1). https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Aulya Purwitasari & Sulistyowati. (2024). Word Of Mouth Sebagai Alat Pemasaran Efektif: Tinjauan Literature Empiris. Jurnal Akademik Ekonomi Dan Manajemen, 1(4), 493–507. https://doi.org/10.61722/jaem.v1i4.3303
Award, T. B. (2024). Top Brand Index: Kategori Kedai Kopi (Top Brand Index – Kedai Kopi, Tahun 2024). Top Brand Award – Top Brand Index; Top Brand Award. https://www.topbrand-award.com/top-brand-index/?tbi_year=2024&category=makanan-dan-minuman&type=subcategory&tbi_find=KEDAI KOPI
Barus, N. B., Pangaribuan, M., Purnami, S., Bisnis, M., Niaga, A., & Medan, P. N. (2021). Pengaruh Promosi Menggunakan Media Sosial Tiktok Terhadap Keputusan Pembelian Produk Kosmetik Ms. 616–626.
Creative, M. (2024). Genap Berusia 7 Tahun, Kopi Kenangan Umumkan Pencapaian dan Rencana Ekspansi Internasional Selanjutnya. Kopi Kenangan – News; Kopi Kenangan. https://kopikenangan.com/news/genap-berusia-7-tahun-kopi-kenangan-umumkan-pencapaian-dan-rencana-ekspansi-internasional-selanjutnya
financialreview.id. (2024). Kopi Indonesia Siap Mendunia, Wamenperin: Inovasi Industri Jadi Kunci. https://www.financialreview.id/
Florensia, M. (2023). Pengaruh Kualitas Layanan dan Citra Merek terhadap Keputusan Pembelian Kopi Kenangan di Mall Kelapa Gading, Jakarta Utara/Maya Florensia/20209142/Pembimbing: Dergibson Siagian.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Hasanah. (2023). Pengaruh Gaya Hidup, Desain, Word of Mouth, Dan Endorsement Terhadap Keputusan Menggunakan Jasa Sewa Papan Bunga Rustic Di Kota Pekanbaru. NBER Working Papers, 3(2), 89. http://www.nber.org/papers/w16019
Hisbullah, M. A. D., Purnamasari, E. D., & Emilda, E. (2023). Pengaruh Viral Marketing dan Fear Of Missing Out terhadap Keputusan Pembelian Konsumen Produk Mixue di Kota Palembang. Jurnal Nasional Manajemen Pemasaran & SDM, 4(3), 166–177. https://doi.org/10.47747/jnmpsdm.v4i3.1581
Indikator.id. (2024). 10 Provinsi Penghasil Kopi Terbesar di Indonesia 2023. Indikator. https://indikator.id/10-provinsi-penghasil-kopi-terbesar-di-indonesia-2023/
Irawan, A., & Misbach, I. (2020). Pengaruh viral marketing dan endorser terhadap keputusan pembelian dengan brand awareness sebagai variabel intervening. Management and Business Review, 4(2), 112–126. https://doi.org/10.21067/mbr.v4i2.5182
Kopi: Pilar Penting Ekspor Indonesia. (2024). Goodstats.Id. https://goodstats.id/article/kopi-pilar-penting-ekspor-indonesia-hIzF9
Kurniawan, R., Iriani, F., Parantika, A., & Basuki Putra, O. (2024). Minat Berkunjung pada Pengunjung Desa Wisata Waerebo. Octavia Basuki Putra INNOVATIVE: Journal Of Social Science Research, 4, 7316–7328. https://j-innovative.org/index.php/Innovative
Lamb, C. W., Hair, J. F., & McDaniel, C. (2022). MKTG: Principles of Marketing (14th ed.). Cengage Learning.
Nuraeni, Y. S., & Irawati, D. (2021). Pengaruh Online Customer Review, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Pada Marketplace Shopee (Studi Kasus Pada Mahasiswa Ubsi). Procuratio : Jurnal Ilmiah Manajemen, 9(4), 439–450. https://doi.org/10.35145/procuratio.v9i4.1704
Pratiwi, M. A. A., Bachtiar, A., Asmara, K., & Suharsa, M. (2024). Pengaruh Nilai Tukar Rupiah dan Harga Kopi Internasional Terhadap Nilai Ekspor Kopi Indonesia Tahun 2001-2021. Jurnal Ilmiah Wahana Pendidikan, 10(18), 644–655.
Siata, Z., & Sasono, H. (2024). Pengaruh Kepemimpinan, Motivasi dan Disiplin Terhadap Kinerja (Study Kasus Hotel NEO, Kebayoran Jakarta). GLORY (Global Leadership Organizational Research in Management), 2(2), 38–53. https://doi.org/10.59841/glory.v2i2.951
Siqueira, M. S. S., Nascimento, P. O., & Freire, A. P. (2022). Reporting Behaviour of People with Disabilities in relation to the Lack of Accessibility on Government Websites: Analysis in the light of the Theory of Planned Behaviour. Disability, CBR and Inclusive Development, 33(1), 52–68. https://doi.org/10.47985/dcidj.475
Sudarsono, A. T., & Rum, M. (2021). Faktor-faktor yang Mempengaruhi Keputusan Pembelian Kopi pada Kedai Sehari Sekopi Sidoarjo. Agriscience, 2, (2).
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif Dan R&D (D. I. Sutopo (Ed.)). Alfabeta, Cv.
Sugiyono. (2021). Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: Alfabeta, 2021.
