Pengaruh Electronic Word of Mouth, Live Streaming Marketing, dan Perceived Service Quality terhadap Keputusan Pembelian melalui Kepercayaan Konsumen sebagai Variabel Intervening pada Skypiea Coffee Shop Brebes
DOI:
https://doi.org/10.55606/jimek.v6i3.13217Keywords:
Consumer Trust, Electronic Word of Mouth, Live Streaming Marketing, Perceived Service Quality, Purchase DecisionAbstract
The rapid development of digital technology has fundamentally transformed consumer purchasing behavior, particularly in the food and beverage industry. Coffee shops are no longer viewed merely as places to consume beverages but have evolved into lifestyle destinations where digital interactions significantly influence purchasing decisions. This study aims to examine the effects of electronic word of mouth (e-wom live streaming marketing, and perceived service quality on purchase decisions through consumer trust as an intervening variable at Skypiea Coffee Shop Brebes. This research employed a quantitative approach using a survey of 280 consumers selected through purposive sampling. Data were analyzed using SEM with AMOS. The findings indicate that electronic ord of mouth, live Streaming marketing, and perceived service quality significantly influence consumer trust. Furthermore, electronic word of mouth, perceived service quality, and consumer trust significantly affect purchase decisions, while live streaming marketing has no direct significant effect on purchase decisions. consumer trust successfully mediates the relationship between electronic word of mouth, live streaming marketing, perceived service quality, and purchase decisions. The study provides managerial implications for coffee shop businesses in developing effective digital marketing strategies by strengthening customer trust.
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