Abstract
Purpose: This study explores the factors influencing purchase intention at Jago Coffee, focusing on content marketing, electronic word-of-mouth (E-WOM), and perceived quality as primary predictors. Research design, data, and methodology: A quantitative approach was employed, using survey data collected from 399 active Instagram and TikTok users in Indonesia. Hypotheses were tested to determine the influence of these factors on brand awareness and purchase intention through structural equation modeling. Results: The findings indicate that content marketing and E-WOM significantly enhance brand awareness, while perceived quality directly impacts purchase intention. Brand awareness, however, did not exhibit a significant effect on purchase intention, suggesting that other factors, such as product quality, play a crucial role in driving purchases. Conclusions: The study underscores the importance of maintaining high content quality and engaging E-WOM to foster brand recognition and consumer loyalty. These insights offer practical recommendations for Jago Coffee and similar businesses aiming to optimize their social media marketing strategies.
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