THE INFLUENCE OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON CONSUMER PURCHASING DECISIONS THROUGH BRAND IMAGE AT KOPI JANJI JIWA IN BOGOR
Keywords:
Social Media Marketing (SMM), Electronic Word of Mouth (E-WOM), Brand Image, Purchasing Decision, Kopi Janji Jiwa.Abstract
Digital transformation in Indonesia has driven the growth of the coffee industry, including Kopi Janji Ji wa, which has established over 1,100 outlets since its inception in 2018. However, several outlets in Bogor City have experienced stagnation and declining sales due to suboptimal digital marketing strategies. This study analyzes the effectiveness of Social Media Marketing (SMM) and Electronic Word of Mouth (E-WOM) on Brand Image and consumer purchasing decisions for Kopi Janji Jiwa in Bogor City. This research employs a descriptive-quantitative method with an explanatory research approach, involving 100 respondents selected through purposive sampling. Data was collected through an online questionnaire and analyzed using SEM-PLS with SmartPLS 4.0. The results indicate that SMM and E-WOM have a positive and significant impact on Brand Image, which in turn significantly influences purchasing decisions. SMM has a stronger direct impact on Brand Image compared to E-WOM, while E-WOM plays a crucial role as a mediating variable. The research model demonstrates good predictive accuracy, with an R-Square value of 0.422 for Brand Image and 0.686 for Purchasing Decisions. These findings emphasize the importance of optimizing digital marketing strategies through increased social media engagement, E-WOM campaigns, and responsiveness to consumer reviews to strengthen brand image and drive purchasing decisions
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Copyright (c) 2026 Chairul Reza Faisal, Agus Setyo Pranowo, Yuary Farradia (Author)
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