The Influence The Influence of Digital Marketing and Electronic Word of Mouth (E-Wom) With Brand Image Mediation on Purchase Decisions at Fore Surabaya
DOI:
https://doi.org/10.70142/kbijmaf.v3i1.389Keywords:
Brand Image, Digital Marketing, E-Wom, PLS-SEM, Purchase DecisionAbstract
This study is intended to investigate the impact of Digital Marketing and Electronic Word of Mouth (e-WOM) on Purchase Decisions, with Brand Image as a mediating variable in Fore Coffee consumers in Surabaya. This study applied a quantitative approach through causal methods, involving 100 respondents who had made transactions at Fore Coffee Sulawesi Street. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4 software. The findings of the study show that Digital Marketing and e-WOM have a positive and significant effect on Brand Image and Purchase Decisions. Brand image also has a significant influence on Purchase Decisions. In addition, Brand Image has proven to be a partial mediator, so Digital Marketing and e-WOM continue to have a direct influence, but the effect increases when through Brand Image. The research model produced an R² value of 0.671, which indicates good explanatory ability of the model. Overall, this study emphasizes that strengthening digital marketing strategies, managing e-WOM, and building a consistent brand image is very important in improving consumer purchasing decisions of Fore Coffee.
References
Agustina, R., Hinggo, H. T., & Zaki, H. (2023). Pengaruh Brand Ambassador, E-Wom, Dan Brand Trust. Jurnal Ilmiah Mahasiswa Merdeka EMBA, 2(1), 433-445.
Amin, A. M., & Yanti, R. F. (2021). Pengaruh Brand Ambassador, E-WOM, Gaya Hidup, Country Of Origin dan Motivasi Terhadap Keputusan Pembelian Produk Skincare Korea Nature Republic. INVEST : Jurnal Inovasi Bisnis Dan Akuntansi, 2(1), 1-14. https://doi.org/10.55583/invest.v2i1.111
Arrianda, A., Indrawati, H., & Ryantama Isjoni, M. Y. R. (2024). Pengaruh Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian Beta Coffee Pekanbaru. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 7(12), 14028-14036. https://doi.org/10.54371/jiip.v7i12.5536
Asikin, M. Z., Fadilah, M. O., Saputro, W. E., Aditia, O., & Ridzki, M. M. (2024). The Influence Of Digital Marketing On Competitive Advantage And Performance of Micro, Small And Medium Enterprises. International Journal of Social Service and Research, 4(03), 963-970. https://doi.org/10.46799/ijssr.v4i03.749
Ayu, T. D., & Kuswati, R. (2022). The Effect of Brand Image and Product Quality on Purchase Decision with Lifestyle as Mediating Variables. Www.Ijbmm.Com International Journal of Business Marketing and Management, 7(5), 174-188. www.databoks.katadata.co.id
Chaffey, D., & Smith, P. (2023). Digital Marketing Excellence Planning, Optimizing and Integrating Online Marketing (6th ed.). Routledge. https://doi.org/10.4324/9781003009498
Changreani, E., Manalu, A. B., Purb, R. F., & Putri, D. (2023). The Influence of E-Wom and Digital Marketing on Purchasing Decisions at Shopee Marketplace in Palembang City. Journal of Business Economics and Agribusiness, 1(2), 1-12. https://doi.org/10.47134/jbea.v1i2.79
Creswell, J. W., & Creswell, D. J. (2023). Research Design: Qualitative, quantitative and mixed methods approaches. SAGE Publications, Inc.
Fazrin, F. I., Komariah, K., & Jhoansyah, D. (2024). The Role of Brand Image in Mediating The Influence of Electronic Word of Mouth (E-Wom) on Purchase Intention. Dinasti International Journal of Economics, Finance & Accounting, 5(4), 3417-3429. https://doi.org/10.38035/dijefa.v5i4.3095
Fietroh, M. N., & Rizqi, R. M. (2025). Peran Brand Image Sebagai Variabel Mediasi pada Hubungan Promosi E-WOM Terhadap Keputusan Pembelian di Marketplace Shopee. Management & Accounting Expose, 8(1), 10-24. http://jurnal.usahid.ac.id/index.php/accounting
GoodStats. (2024). Kedai Kopi dan Jenis Kopi yang Diminati Gen Z. GoodStats. https://goodstats.id/article/kopi-kenangan-bersama-segelas-cappuccino-kedai-kopi-dan-jenis-kopi-yang-diminati-gen-z-boBqI
Goyette I., Ricard, L., J., B., & F., M. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l'Administration, 27(1), 5-23. https://doi.org/10.1002/cjas.129
Hair, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109(November 2019), 101-110. https://doi.org/10.1016/j.jbusres.2019.11.069
Hanaysha, J. R. (2022). International Journal of Information Management Data Insights Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hubbina, R., Mutia, A., & Putriana, M. (2023). Pengaruh Digital Marketing, Desain Produk, dan Kualitas Produk Terhadap Keputusan Pembelian (Studi Pada Distro Kedai Oblong Jambi). Journal of Student Research, 1(5), 459-475. https://doi.org/10.55606/jsr.v1i5.1768
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174-184. https://doi.org/10.1016/j.apmrv.2022.07.007
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53. University of Bristol - Bristol Research Portal. https://doi.org/10.1016/j.jretconser.2019.01.005
Iswara, A. N. K. P., Indiani, N. L. P., & Wahyuni, N. M. (2024). The Mediating Role Of Brand Image On The Influence Of Digital Marketing And Word Of Mouth On Property Purchase Intention In Bali. Internasional Journal Of Enviromental, Sustainability And Social Science, 5(3), 679-695. https://doi.org/10.38142/ijesss.v5i3.1052
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity (5th ed.). Pearson Education Limited.
Kotler, P., Amstrong, G., & Opresnik, M. O. (2021). Principles of MARKETING (18th ed.). Pearson Education Limited.
Kotler, P., Keller, K. L., & Chernev, A. (2022). MARKETING MANAGEMENT (16th ed.). Pearson Education Limited.
Kusumawati, Y., & Arkansyah, M. (2024). Strategi Komunikasi Pemasaran Kedai Kopi Tambora Surabaya Dalam Meningkatkan Jumlah Pengunjung. Jurnal Komunikasi Dan Media, 4(1), 84-89. https://doi.org/10.37826/digicom.v4i1.776
Listyawati, L., Herawati, A., & Sintya, F. D. (2024). The Influence of Sales Promotion and E-Service Quality on Shopeefood Users ' Purchasing Decisions on Dr. Soetomo University Surabaya Students. International Journal of Multicultural and Multireligious Understanding (IJMMU), 11(8), 262-279.
Maulidya, V. Z., Oetarjo, M., & Yulianto, M. R. (2025). The Influence of Brand Image, E-WOM, and Customer Rating on Purchase Decisions on Shopee E-Commerce. Jurnal Ilmiah Manajemen Kesatuan, 13(4), 757-766. https://doi.org/DOI: 10.37641/jimkes.v13i3.3123
Millenium, A. S., Suardana, I. W., & Negara, I. M. K. (2021). Pengaruh Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Startup Bike Rental Bananaz Bali. Jurnal IPTA, 9(1), 173. https://doi.org/10.24843/ipta.2021.v09.i01.p17
Miremadi, A., & Haghayegh, M. (2022). The Competitive Advantage of EWOM in Digital Marketing. European Journal of Business and Management Research, 7(2), 258-269. https://doi.org/http://dx.doi.org/10.24018/ ejbmr.2022.7.2.866
Muti, T. N., & Frimansyah, F. (2025). Peran Brand Image dalam Memediasi Pengaruh Digital Marketing, dan Product Quality terhadap Purchase Decision: Studi Produk Make Over di E-Commerce Shopee Kota Malang. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 6(3), 1264-1277. https://doi.org/10.47467/elmal.v6i3.6698
Nugroho, D. P. (2025). Pengaruh Digital Marketing dan Electronic Word of Mouth (E-WOM) Terhadap Niat Beli dengan Brand Image Sebagai Variabel Mediasi. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 6(9), 2933-2942. https://doi.org/10.47467/elmal.v6i9.8425
Prasetya, I. B. Y., & Sigit, M. (2023). Pengaruh Penggunaan Media Sosial dan EWOM terhadap Kepercayaan dan Keputusan Pembelian Pelanggan Studi pada J.Co Donut & Coffee di Yogyakarta. JURNAL ILMU MANAJEMEN (JIM), 02(05), 207-219. https://journal.uii.ac.id/selma/article/view/33198
Prihananto, P., Yusvianty, R. S. A., Hakim, N. S., Bhawika, G. W., & Agustin, H. (2024). Analyzing Brand Positioning and Brand Image of Smartphone Brands in Indonesia by Mining Online Review. Procedia Computer Science, 234, 318-332. https://doi.org/10.1016/j.procs.2024.03.006
Reynaldi, R., & Nuvriasari, A. (2024). The Influence of Brand Image and Perceived Value on Purchasing Decisions with Brand Trust as Mediation. Research Horizon, 04(03), 179-188.
Rizky, A., Rojuaniah, R., Ramli, A. H., & Gecolea, Z. T. (2025). The Effect Of Brand Ambassador, Brand Trust And Brand Image On Purchase Decision of Beauty Product Consumer. 13(2), 881-896. https://doi.org/10.37641/jimkes.v13i2.2966
Santosa, M., & Vanel, Z. (2022). Strategi Digital Marketing Mg Setos Hotel Semarang Dalam Meningkatkan Revenue Di Masa Pandemi. Santosa, M., & Vanel, Z., 6(2), 234-242. https://doi.org/10.23887/jppsh.v6i2.50088
Slice.id. (2024). Tren Pengguna Media sosial dan Digital Marketing Indonesia. Slice. https://www.slice.id/blog/tren-pengguna-media-sosial-dan-digital-marketing-indonesia-2024
Sugiyono. (2023). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D (2nd ed.). ALFABETA.
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/j.heliyon.2024.e36254
Virariani, A., Putra, S. S., & Digdowiseiso, K. (2023). The Influence Of Digital Marketing, Influencers, And Promotions On The Purchasing Decision Of Scarlett Whitening Products In DKI Jakarta. Management Studies and Entrepreneurship Journal, 4(6), 8953-8960. http://journal.yrpipku.com/index.php/msej
William, A., & Tjiptodjojo, K. I. (2025). Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image terhadap Purchase Decision. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 8(1), 553-558. https://doi.org/10.54371/jiip.v8i1.6632
Yusuf, A. M., Savitri, C., & Faddila, S. P. (2023). Influence Of Digital Marketing And Electronic Word Of Mouth (E-WOM) On Netflix Subscribe Package Purchase Decision (Study On Generation Z District Karawang). Management Studies and Entrepreneurship Journal, 4(5), 5839-5853. http://journal.yrpipku.com/index.php/msej
Zain, R. W., & Vania, A. (2024). The Role of Brand Image Mediation in the Influence of Electronic Word of Mouth on Purchase Intention. MEC-J (Management and Economics Journal), 8(3), 305-320. https://doi.org/10.18860/mec-j.v8i3.24596
