Advertising and Wom Effect Towards Consumer Buying Decision Process on Janji Jiwa Coffee in JAKARTA

Authors

  • Nicolas Putrajaya Universitas Diponegoro
  • Widiartanto Universitas Diponegoro
  • Hari Susanta Nugraha Universitas Diponegoro

DOI:

https://doi.org/10.21512/becossjournal.v5i1.8776

Keywords:

Instagram Promotion, Word of Mouth, Purchase Intention, Brand Awareness, Buying Decision

Abstract

This Research aimed to analyze Consumer behavior of Janji Jiwa coffee which focuses on the buying decision process from consumers, which includes the influence of Instagram promotion and word of mouth on buying decisions, which mediated by purchase intention and brand awareness from Kopi Janji Jiwa in East Jakarta. This Research survey was conducted through Questionnaire on 100 Janji Jiwa customers who have bought the Janji Jiwa coffee at least 4 times in Janji Jiwa outlets in AEON mall Jakarta Garden City and Transera Waterpark at East Jakarta. All the responses are processed with path analysis using Smart - PLS application. The results finding reveal that between Instagram promotion (Advertising) and word of mouth, Purchase Intention and Brand Awareness, and Buying decision, each of these variables has an effect on each other. But there are no influence between word of mouth on purchase intention. In Addition, Purchase intention and brand awareness are proven to mediate and strengthen the relationship between Instagram promotion and word of mouth towards buying decision.

Dimensions

Plum Analytics

Author Biographies

Nicolas Putrajaya, Universitas Diponegoro

Master of Business Administration, Faculty of Social and Political Sciences

Widiartanto, Universitas Diponegoro

Master of Business Administration, Faculty of Social and Political Sciences

Hari Susanta Nugraha, Universitas Diponegoro

Master of Business Administration, Faculty of Social and Political Sciences

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Published

2023-01-31

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