ANALYSIS OF ELECTRONIC WORD-OF-MOUTH CONTENT TOWARDS CONSUMER PURCHASE DECISION IN BANDUNG STARTUP COFFEE SHOP

• Main Author: Aulia Fachira, Ayesha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78837
• Institution: Institut Teknologi Bandung

The blossoming of coffee shops occurred in Bandung. Various taste and style of coffee offered by Bandung start up coffee shops. In order to evaluate the alternative of coffee shops customers are likely to seek information. In this digital era, customers seek information through online resource such as social media, blogs and web forum. Those online media have contents that advise customers in purchasing such as previous consumer experience, ratings, product and place information. Information and experience reviewed by previous consumer through online media known as eWOM (electronic word-of-mouth). Previous research found eWOM has helped customers in purchasing and by reading eWOM content customers will easily take purchase decision. However, it is also discovered that purchase decision can be changed depends on the buying intention. Moreover the media frequently used by the customer in Bandung to seek information has not revealed yet. Therefore, this research aimed to analyze the correlation of eWOM content towards purchase decision through purchase intention. In order to analyze the correlation purposive sampling technique is chosen. There are 376 questionnaire respondents needed in this research. This research used online questionnaire as the research instrument that has distributed through social media and directly in several Bandung coffee shops. The data gathered analyzed by using path analysis. The path analysis used to find out the correlation of eWOM content towards purchase intention, eWOM content towards purchase decision and eWOM content towards purchase decision through purchase intention. The analysis revealed that eWOM content has relationship towards purchase decision through purchase intention. The respondent known has searched and received information via Instagram and prior to seek for the coffee shop operational hours. Thus, it is recommended for Bandung start up coffee shop that has never been reviewed to refer to eWOM content of other Bandung start up coffee shops that have many review. Also, maximizing Instagram to inform customers about product and service information such as menu, price, location, operational hours and picture of the store.