The Influence of Marketing on Instagram and Ewom Social Media on Purchase Decisions is Mediated by Brand Image and Brand Trust at Fore Coffee Ngagel Surabaya

Debora Hutabarat, Sri Tjondro Winarno, Nisa Hafi Idhoh

Abstract


This study aims to analyze the impact of marketing through social media Instagram and Electronic Word of Mouth (EWOM) on purchasing decisions, considering the mediating roles of Brand image and Brand trust at Fore Coffee branch Ngagel, Surabaya. The method used in this research is quantitative with a survey approach, where the questionnaire serves as the primary tool for data collection. The obtained data were analyzed using Structural Equation Model (SEM) with the assistance of WarpPLS 7.0 software. The results indicate that Instagram and EWOM have a positive and significant influence on purchasing decisions, both directly and indirectly through Brand image and Brand trust. Instagram contributes 27.6% to purchasing decisions, while EWOM contributes 14.8%. Additionally, Brand image and Brand trust act as mediators in the influence of Instagram and EWOM on purchasing decisions, with contributions of 22% and 23.1%, respectively. This research provides practical implications for Fore Coffee to optimize marketing strategies through Instagram and enhance service quality to maintain customer satisfaction..

Keywords


Instagram, EWOM, Purchasing decisions, Brand image, and Brand trust

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DOI: https://doi.org/10.54268/baskara.v7i2.26800

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