Pengaruh Electronic Word of Mouth Kopi Calf di Instagram terhadap Keputusan Pembelian
DOI:
https://doi.org/10.63822/bzy18f57Keywords:
Electronic Word of Mouth; Purchase Decision; Calf CoffeeAbstract
The coffee industry in Indonesia has experienced rapid growth in line with the increasing culture of coffee consumption. One local coffee brand utilizes Instagram as a marketing communication tool. The purpose of this study is to determine and measure the influence of electronic word of mouth on the purchase decision of Kopi Calf. The research approach used is a quantitative approach that falls under quantitative explanatory using a survey method. The theoretical framework used includes the Electronic Word of Mouth theory from Goyette and Richard (2011) and the Purchase Decision theory from Kotler and Keller (2019). Data collection techniques used questionnaires distributed to 63 respondents with predetermined characteristics. The sampling method used probability sampling. The results of the study show that the influence of electronic word of mouth on Instagram has a positive and significant effect on purchasing decisions. This can be seen from the correlation coefficient value of 0.820 and the R Square value of 0.672 or 67.2%. This figure means that electronic word of mouth influences purchasing decisions, while the remaining 32.8% is influenced by other variables not examined in this study.
References
Anugrah, H. S., Millanyani, H., & Sudarawerti, G. (2024). Pengaruh Electronic Word of Mouth Melalui Media Sosial Instagram Terhadap Minat Beli Produk Scarlett. E-Bisnis: Jurnal Ilmiah Ekonomi Dan Bisnis, 17(2), 236-249.
Anshori, M. (2020). Metode Penelitian Kuantitatif Edisi 2. Airlangga University Press
Apriliani, H. N., & Setyawati, H. A. (2023). Pengaruh Electronic Word of Mouth, Brand Image, dan Brand Trust terhadap Keputusan Pembelian Produk Moisturizer Skintific: Studi pada Masyarakat Kabupaten Kebumen. Erkan, I. (2016) The Influence of Electronic Word of Mouth in Social Media on Consumers' Purchase Intentions, Brunei Univeristy London
Goyette, Isabelle, dkk. (2010). E-WOM Scale: Word of Mouth Measurement Scale for E-Service Context. Canadian Journal of Administrative Sciences. 27 5-23.
Indrasari, Meithiana. (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unimoto Press
Kintradinata, L. L., & Hidayah, R. T. (2023). Pengaruh Electronic Word of Mouth Melalui Aplikasi TikTok Terhadap Minat Beli Pada Produk Skintific. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 10(2), 882-892.
Kotler, Amstrong, et.al. (2020). Principles of Marketing Eighth European Edition. Published by Pearson Education.
Kotler, Philip, et al. (2019). Marketing Management. Fourth Edition: United Kingdom.
Nurmawati & Amirullah. (2018). Perilaku Konsumen & Keputusan Pembelian. Penerbit: Media Nusa Creative. Malang
Nursal, M. F., Rianto, M. R., Rohaeni, H., & Saputra, F. (2023). Pengaruh electronic word of mouth (EWOM) terhadap keputusan pembelian melalui minat beli pada jasa transportasi online Maxim di Kota Bekasi. Jurnal Manajemen dan Pemasaran Digital, 1(3), 111-118.
Miles, J. (2019). Instagram power: Build your brand and reach more customers with the power of pictures. McGraw Hill Professional. Second Edition
Morissan. (2017). Periklanan: Komunikasi Pemasaran Terpadu. Penerbit: Prenadamedia Group. Jakarta
Pranogyo, Anataiwan Bowo. (2021). Komunikasi Pemasaran Terpadu: Teori dan Praktik Efektif. Penerbit: Eureka Media Aksara. Jawa Tengah
Prasetyo, Bambang D. (2018). Komunikasi Pemasaran Terpadu (Pendekatan Tradisional Hingga Era Media Baru). Penerbit: UB Press. Malang
Sari, I. (2022). Pengaruh Electronic Word of Mouth (E-Wom) Dan Online Consumer Review (Ocr) Terhadap Keputusan Pembelian Melalui Shopee. Solusi, 20(2), 160-169.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualittatif dan R&D. Penerbit: Alfabeta Bandung. Bandung.
Bramantoro, Toni. Juni, 10 2010. Konsumen Lebih Percaya Rekomendasi Teman Daripada Iklan. Retrieved from tribunnews.com https://www.tribunnews.com/bisnis/2010/06/10/konsumen-lebih-percaya-rekomendasi-teman-daripada-iklan
Hasil Survei Pola Konumsi Kopi Orang Indonesia di Tahun 2024 https://goodstats.id/publication/hasil-survei-pola-konsumsi-kopi-orang-indonesia-di-tahun-2024-AiM7t
Kopi Keliling (diakses pada 12 Desember 2025). Rasa-rasa Kopi https://kopikeliling.com/news/rasa-rasa-kopi.html
Kumparan.com. (diakses pada 1 Maret 2026). Profile Danang Yuda Prawira Pemilik Kopi Calf Yang Menginspirasi. https://kumparan.com/berita-terkini/profil-danang-yuda-prawira-pemilik-kopi-calf-yang-menginspirasi-25rygxvMqM5/full
Kemenpar.go.id (diakses pada 27 Februari 2026). Statistik Usaha Penyediaan Makanan dan Minuman Tahun 2024.https://kemenpar.go.id/direktori-statistik/statistik-usaha-penyediaan-makanan-dan-minuman-tahun-2024
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Shifana Esfandiary, Tria Patrianti (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
