Anggono, Noor Bagas (2025) Pengaruh Digital Marketing dan E-Wom Terhadap Keputusan Pembelian Kopi Janji Jiwa Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of the Industry 5.0 era has brought significant changes to various aspects of life, including the business and marketing worlds. One interesting development is the implementation of digital marketing strategies and electronic word of mouth (E-WOM) by Kopi Janji Jiwa to remain competitive in the highly competitive coffee industry in Surabaya. Digital marketing utilizes various digital platforms to reach consumers more broadly and efficiently. Meanwhile, E-WOM, or online word-of-mouth promotion, serves as a communication tool among consumers that plays a crucial role in shaping perceptions and influencing purchasing decisions. This study aims to determine the extent of the influence of digital marketing and E-WOM on consumers' purchasing decisions regarding Kopi Janji Jiwa in Surabaya. The approach used is a quantitative method, employing non-probability sampling with a purposive sampling technique. A total of 98 respondents who were familiar with and had previously purchased Kopi Janji Jiwa products were selected as the sample for this study. Data was collected through an online questionnaire and analyzed using SmartPLS software with a Structural Equation Modeling (SEM) Partial Least Square (PLS) approach. The results of the study indicate that digital marketing and E-WOM have a positive and significant influence on consumer purchasing decisions for Kopi Janji Jiwa in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Noor Bagas Anggono | ||||||||
| Date Deposited: | 14 Jul 2025 03:07 | ||||||||
| Last Modified: | 14 Jul 2025 03:07 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39420 |
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