Digital Marketing, e-WOM, Brand Awareness Dan Keputusan Pembelian Kopi Milenial

Abstract

This writing aims to examine and analyze the effect of digital marketing, e-WOM, brand awareness of purchasing decisions at Pontianak Lokale coffee shop. This type of research uses a quantitative approach. The population in this study was 100 Lokale coffee shop followers on Instagram. Lokale Coffee Shop is one of the coffee shops of young people today that offers millennial coffee concept. With urbanites often spending time in coffee shops, coffee shops are now a symbol of lifestyle so that the choice of coffee shops themselves is also correlated with social status. The data analysis model used is path analysis. The results of this study indicate that digital marketing has no significant effect on brand awareness, while e-WOM has a significant effect on brand awareness, this shows that the effect of e-WOM is still very effective in its use in the marketing world compared to the use of digital marketing as a promotional tool in the current era. e-WOM and brand awareness have a significant effect on purchasing decisions, if viewed from the results obtained when the two ways of promotion are combined, the benefits can be maximized.