Pengaruh Content Marketing, Brand Image dan E-WOM Terhadap Keputusan Pembelian Konsumen Pada FOW Coffee Palembang

Katerina, Angel (2025) Pengaruh Content Marketing, Brand Image dan E-WOM Terhadap Keputusan Pembelian Konsumen Pada FOW Coffee Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to test and analyze the effect of content marketing, brand image and E-WOM on consumer purchasing decisions at FOW Coffee Palembang. This study uses primary data obtained through an online questionnaire with a sample of 138 respondents selected using non-probability sampling techniques and purposive sampling methods. The data analysis techniques used include validity, reliability, classical assumptions which are divided into normality test, multicolonierity test, and heteroscedasticity test, multiple linear regression analysis, hypothesis testing consisting of t test and coefficient of determination. The findings of the study indicate that content marketing, brand image and E-WOM have a positive and significant effect on consumer purchasing decisions of FOW Coffee Palembang. Keywords: Content Marketing, Brand Image, E-WOM, and Purchasing Decisions.

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