PENGARUH E-WOM DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN MELALUI SOCIAL MEDIA MARKETING KOPI KENANGAN KENDARI

Abstrak

This study examines the effect of electronic word of mouth (e-WOM) and service quality on purchase decisions, with social media marketing as a mediating variable, among Kopi Kenangan consumers in Kendari. A questionnaire was distributed to 90 consumers aged 17-30 who follow the brand's Instagram account, selected by accidental sampling. The data were analyzed with partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4. E-WOM, service quality, and social media marketing each have a positive and significant direct effect on purchase decisions (path coefficients 0.580, 0.343, and 0.229). E-WOM and service quality also raise social media marketing (0.481 and 0.357). The indirect effects through social media marketing are significant on a one-tailed test (0.110 and 0.082), indicating partial mediation, although the mediated share of the total effect is small, about 16% and 19%. The model explains 76.6% of the variance in purchase decisions. Kopi Kenangan is advised to encourage customer reviews and improve its physical facilities, assurance, and social media content.

Kata kunci

• E-Wom
• Service Quality
• Social Media Marketing
• purchase decision