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Electronic word of mouth, brand image, and service quality as predictors of purchase decisions at Kimino Coffee and Eatery, Pulau Rakyat, Asahan

Author

Listed:
  • Risfika Indah Lestari

    (Department of Management, Faculty of Economics, Universitas Asahan)

  • Neni Triastuti

    (Department of Management, Faculty of Economics, Universitas Asahan)

Abstract

The rapid expansion of the Indonesian coffee-shop industry has transformed the local café from a place of consumption into a contested marketplace in which consumer-generated information, symbolic brand meaning, and experiential service all compete to shape the buying decision. This study examines the simultaneous and partial effects of electronic word of mouth (e-WOM), brand image, and service quality on purchase decisions at Kimino Coffee and Eatery in Pulau Rakyat, Kabupaten Asahan, Indonesia. A quantitative associative survey design was adopted. Primary data were collected through a five-point Likert questionnaire administered to 96 consumers selected by non-probability purposive sampling, with the sample size determined using the Cochran formula for an unknown population. The respondent profile comprised 63 women (65.6%) and 33 men (34.4%). Data were analysed using multiple linear regression after validity, reliability, and classical-assumption testing. The three predictors jointly explained 75.0% of the variance in purchase decision, F (3, 92) = 91.852, p

Suggested Citation

  • Risfika Indah Lestari & Neni Triastuti, 2026. "Electronic word of mouth, brand image, and service quality as predictors of purchase decisions at Kimino Coffee and Eatery, Pulau Rakyat, Asahan," Priviet Social Sciences Journal, Privietlab Research Center, vol. 6(6), pages 515-529, June.
    • Handle: RePEc:prv:pssjpv:2019
    DOI: 10.55942/pssj.v6i6.2019
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