Article Sidebar

Download
Download Article

Main Article Content

Abstract

This study aims to examine the effect of digital marketing, electronic word of mouth (e-WOM), and brand trust on purchasing decisions at Kopi Kenangan in Batam City.  An explanatory quantitative method was used with a sample of 105 Kopi Kenangan customers in Batam, selected purposively. Data were collected through a 5-point Likert scale questionnaire measuring four main constructs, then analysed using multiple linear regression. Classical assumption tests (normality, multicollinearity, heteroscedasticity) and reliability validity tests (Pearson r, Cronbach's Alpha) were conducted to ensure data quality. The results of the analysis show that the three independent variables together explain approximately 67.1% of the variation in purchasing decisions. Partially, e-WOM made the largest contribution, followed by brand trust and digital marketing. The estimated regression equation is: Y = 0.210 + 0.104X1 + 0.725X2 + 0.365X3. These findings indicate that online customer opinions and brand trust are the main drivers of purchasing decisions, while digital promotion plays a supporting role through indirect channels. The practical implication is that Kopi Kenangan Batam needs to strengthen positive e-WOM and brand trust while maintaining visibility through digital marketing.

Keywords

Digital Marketing Brand Trust Purchase Decision E-WOM

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Dedly, S., & Husda , N. E. (2026). The Effect of Digital Marketing, Electronic Word of Mouth, and Brand Trust on Purchasing Decisions of Kopi Kenangan in Batam City. Golden Ratio of Mapping Idea and Literature Format, 6(2), 1643–1653. https://doi.org/10.52970/grmilf.v6i2.2054
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Andriawan, D., & Krisnawati, W. (2025). Pengaruh Host Credibility, Interactivity, Limited Time Offer, Online Customer Review, Dan Product Knowledge, Terhadap Purchase Decision Produk “Sattka Basic” Pada Generasi Z Di Tiktok Live. Jurnal Economic Resource, 8, 1641–1655. https://doi.org/10.57178/jer.v8i2.2139
  2. Anggraini, A., & Noviyanti, I. (2024). Pengaruh Digital Marketing dan Word Of Mouth terhadap Keputusan Pembelian pada Siliwangi Coffee Space di Depok. Prosiding Seminar Nasional Manajemen, 3(2), 22993–23002. http://openjournal.unpam.ac.id/index.php/PSM/index
  3. Azmi, N., Afriyani, T., & Kurniaty, D. (2025). The Influence of TikTok Affiliate Digital Marketing Strategy on Generation Z Purchase Intentions in Jakarta , Indonesia. 5(1), 168–184.
  4. Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y.-C. (2022). The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study. Frontiers in Psychology, 13, 865702. https://doi.org/10.3389/fpsyg.2022.865702
  5. Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758–773. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.07.015
  6. Fan, X. (2023). Social Media Marketing Strategies. Advances in Economics, Management and Political Sciences, 23, 59–64. https://doi.org/10.54254/2754-1169/23/20230353
  7. Kamil, N. A. I., & Albert, A. (2020). The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision. Journal of Social Studies (JSS), 16(1), 19–34. https://doi.org/10.21831/jss.v16i1.31020
  8. Kotler, P., & Keller, K. L. (2021). Marketing Management, Global Edition. Pearson Education.
  9. Krisan Putri, F., Rouli Manalu, S., & Nur Suryanto Gono, J. (2024). Pola Konsumsi Informasi Melalui Media Di Kalangan Generasi Z (Studi terhadap SMAN 4, SMAN 9, SMA Mardisiswa, dan SMA Al-Azhar 14 di Kota Semarang). Interaksi Online, 4, 279–295. https://ejournal3.undip.ac.id/index.php/interaksi-online/article/view/47223
  10. Lestari, M., Samsir, S., & Wijayanto, G. (2025). The Influence of Electronic Word of Mouth and Price Perception on Brand Image and Repurchase Intention of Suzuki New Carry Pick-Up Brand Cars in Pekanbaru City , Indonesia. 5, 339–354.
  11. Nitami, M., Yani, R. N., Susanto, D. B., & Diman, B. (2024). Digital Marketing as A Strategy to Increase Sales and Consumer Satisfaction. 6(2), 54–69. https://doi.org/10.61992/jiem.v6i2.104
  12. Noviandi, A. (2021). Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Food & Beverage Secara Online Pada Marketplace Tokopedia. Business and Enterpreneurship Journal (BEJ), 2. https://doi.org/10.57084/bej.v2i1.652
  13. Park, S., & McCallister, J. (2023). The Effects of Social Proof Marketing Tactics on Nudging Consumer Purchase. Journal of Student Research, 12. https://doi.org/10.47611/jsrhs.v12i3.4887
  14. Pfeuffer, A., Hatfield, H., Evans, N., & Kim, J. (2024). Illegally beautiful? The role of trust and persuasion knowledge in online image manipulation disclosure effects. International Journal of Advertising. https://doi.org/10.1080/02650487.2024.2403311
  15. Purnama, A. (2026). The Authenticity Cascade: How CSR Shapes Brand Love and Loyalty Among Young Indonesian Coca-Cola Consumers.
  16. Putri, R., & Munas, B. (2023). Pengaruh Theory Of Planed Behavior terhadap Digital marketing & Brand Image. Diponegoro Journal of Management, 12(1), 1–15.
  17. Ratz, M. (2024). Commitment-Trust Theory BT - Crowdfunding In German Association Football Clubs: Identifying Supporters’ Drivers To Invest (M. Ratz (ed.); pp. 41–62). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-45882-9_3
  18. Ricy, M. A. (2023). Digital Marketing , Brand Image and Customer Loyalty at Kopi Kenangan in Pekanbaru. 11(3), 657–668.
  19. Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. ALFABETA, Cv.
  20. Wardhana, A. (2022). ANALISIS E-WOM (pp. 129–144).
  21. Wardhana, A. (2024). BRAND LOYALTY (pp. 339–364).
  22. Widodo, T., & Rakhmawati, D. (2021). The Role of Brand Trust and Brand Reputation in Strengthening the Influence of Brand Awareness on Brand Performance Cases on Langit Musik. Jurnal Manajemen Dan Organisasi, 189–201.
  23. Wirawan, A., & Madiawati, P. N. (2025). Pengaruh Digital Marketing, Brand Image, Dan E-Wom Terhadap Kepuasan Pelanggan Generasi Z Melalui Variabel Keputusan Pembelian Pada Produk Mobil Listrik Byd. 12(6), 6171–6182.
  24. Yusuf, R., Istiharini, I., & Hendrayati, H. (2024). Brand Trust Dalam Perspektif Konsumen: Sebuah Systematic Literature Review Terhadap Faktor Dan Implikasinya. Jurnal Ekonomi Bisnis Dan Manajemen (Eko-Bisma), 3(2), 328–339. https://doi.org/10.58268/eb.v3i2.132
  25. Zulkarnain, I. I. (2016). Pengaruh Penerapan Fungsi Manajemen Terhadap Disiplin Kerja Pegawai Negeri Sipil Pada Kantor Pertanahan Kabupaten Bone Bolango. Jurnal Bisnis, 5(3), 350–359.