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
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