Panjaitan, Roymon and Zusrony, Edwin (2022) Café-Relevant Value and Brand Awareness on Purchase Intention: Empirical Study of Local Brand Cafe. Inovbiz: Jurnal Inovasi Bisnis Seri Manajemen, Investasi dan Kewirausahaan, 2 (1). pp. 145-153. ISSN 2776-8139
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Abstract
The importance of this study is discussed to determine the intensity of purchases resulting from cafe-relevant value, as well as the impact of brand awareness through e-wom. Two hundred forty-six respondents were used as coffee lovers in cafes, most used questionnaires and interviews as data collection methodologies. This study analyzed data from e-WOM-mediated path analysis on purchase intention using SEM-PLS multiple path analysis. The research findings have a positive relationship between cafe relevant value and brand awareness in influencing e-wom and a direct positive contribution between café-relevant value and brand awareness on purchase intention. So, it is proven that e-wom has the potential to increase the intensity of coffee purchases in cafes.
| Item Type: | Article |
|---|---|
| Subjects: | 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 571 Manajemen |
| Depositing User: | Editor Perpustakaan |
| Date Deposited: | 13 Jul 2022 15:48 |
| Last Modified: | 13 Jul 2022 15:48 |
| URI: | http://eprints.polbeng.ac.id/id/eprint/4192 |
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