The Effect of Online Customer Reviews and Social Media Marketing on Purchasing Decisions through Brand Image at Toko Djawa Coffee Bandung
Abstract
The growth of the coffee shop industry has been accompanied by technological developments where this technology
has been applied to people's daily lives so that technology has become an instrument for expanding business
opportunities in reaching a wider range of customers and promoting coffee shop products. This research aims to
determine the influence of Online Customer Reviews and Social Media Marketing on Purchase Decisions via Brand
Image at Kopi Toko Djawa Bandung. The method used in this research is a quantitative method with descriptive
analysis and using Structural Equation Modeling (SEM) which utilizes the SmartPLS 3.0 application. Then the result
of this research is the online customer review variable. The result of this study that are online customer review (X1)
has a negative and significant influence on brand image (Y), social media marketing (X2) has a positive and significant
influence on brand image (Y), brand image (Y) has a positive and significant influence on purchase decision (Z),
online customer review (X1) has a negative and significant influence on purchase decision (Z) through brand image
(Y), and social media marketing (X2) has a positive and significant influence on purchase decision (Z) through brand
image (Y).
Keyword-online customer review, social media marketing, brand image, purchase decision
References
Angelique, M., Utami, C. W., & Gosal, G. G. (2021). PENGARUH ONLINE REVIEW & CUSTOMER
EXPERIENCE TERHADAP BRAND IMAGE & PURCHASE INTENTION DI PAINTEREST.
PERFORMA: Jurnal Manajemen dan Start-Up Bisnis Volume 6, 486.
Drs. H. Rifa' I Abubakar, M. (2021). Pengantar Metodologi Penelitian. Yogyakarta: SUKA-Press UIN Sunan
Kalijaga.
Isaree Karnreungsiri, N. P. (2018). Factors Influencing Buying Behavior and Buying Decision Process of Customers:
An Examination on Relationship Using One-Way Analysis of Variance. SSRN , 80 - 81.
Oktaviasih, L. (2022). PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN
DAN DAMPAKNYA PADA KEPUASAN KONSUMEN PERUMAHAN TAMAN ARROYAN
TANGERANG . Repository UINJKT, 101.
Nurridha, L. (2023, Juni 6). 15 Cafe Hits di Jalan Braga Bandung. Diambil kembali dari Review Bukalapak:
https://review.bukalapak.com/travel/cafe-di-jalan-braga-97222
Rahmawati, A. I. (2021). Pengaruh Online Customer Review, Online Customer Rating Dan Kepercayaan Terhadap
Keputusan Pembelian Online (Studi Kasus Pada Mahasiswa FEB Universitas PGRI Semarang). Jurnal
Ilmiah Manajemen, Bisnis dan Ekonomi Kreatif Vol 1(No 1), 20 - 21.
Rarung, J., Bode, L., & Mandagie, Y. (2022). PENGARUH ONLINE CUSTOMER REVIEW, ONLINE
CUSTOMER RATING, DAN CUSTOMER TRUST TERHADAP CUSTOMER PURCHASE DECISION
FCOFFEE & ROASTERY MANADO. Jurnal EMBA, 898.
Sahanaya, V. (2023). Pengaruh Social Media Marketing dan Electronic Word of Mouth Terhadap Keputusan
Pembelian melalui Brand Image pada Point Coffee Bandung. Jurnal EMT KITA, 111 - 120.
Silvy Damayanti, A. C. (2021). PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND IMAGE
MYPANGANDARAN TOUR AND TRAVEL. Jurusan Manajemen Fakultas Ekonomika dan Bisnis
Universitas Negeri Surabay, 854 - 855.
