Pengaruh Brand Awareness, E-WOM, dan Store Atmosphere Terhadap Keputusan Pembelian Tomoro Coffee

Abstract

Theqgrowth of the coffee shop industryqin non-metropolitan areas such asqBojonegoro Regency encourages business actors toqdevelop effective marketing strategies to influenceqconsumer purchasing decisions. This study aims to analyze theqinfluence of brandqawareness, electronic word of mouth (e-WOM), and storeqatmosphere onqconsumer purchasingqdecisions at Tomoro Coffee Bojonegoro. The studyqused a quantitative approach with a causal associativeqdesign and survey method. A sampleqof 100 respondents was selected using aqpurposive sampling techniqueqwith the criteria of beingqover 17 years old and having made at leastqtwo purchases. Data were collectedqthrough a Likert scale questionnaire andqanalyzed using IBM SPSS Statistics 25 through validity, reliability, classical assumptions, multiple linear regression, t-test, qF-test, and coefficient of determinationqtests. The results showedqa regression equation of Y = 0.818 + 0.325X₁ + 0.501X₂ + 0.270X₃. Partially, qbrand awareness, e-WOM, and storeqatmosphere had a positive and significantqeffect on purchasing decisions. Simultaneously, all three variables also had a significant effect, withqan Adjusted R² value of 0.616, indicating thatq61.6% of the variation in purchasingqdecisions could be explained byqthe research model. The e-WOMqvariable was the most dominant factor influencing consumerqpurchasing decisions.

Keywords: BrandqAwareness, Electronic Word of Mouth (e-WOM), Store Atmosphere, qPurchasing Decisions, S-O-R Theory.