International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 6 November-December 2024 Submit your research before last 3 days of December to publish your research paper in the issue of November-December.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 6 Issue 6
November-December 2024

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Determinant Factors to Purchase Intention at Jago Coffee: A Study Survey to the Customer in Indonesia

Author(s) Nicky Alifio Satriowibowo, Ricardo Indra
Country Indonesia
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.
Keywords Content Marketing, Electronic Word-of-Mouth (E-WOM), Perceived Quality, Brand Awareness, Social Media Marketing
Field Sociology > Journalism / Media
Published In Volume 6, Issue 6, November-December 2024
Published On 2024-11-25
Cite This Determinant Factors to Purchase Intention at Jago Coffee: A Study Survey to the Customer in Indonesia - Nicky Alifio Satriowibowo, Ricardo Indra - IJFMR Volume 6, Issue 6, November-December 2024. DOI 10.36948/ijfmr.2024.v06i06.31343
DOI https://doi.org/10.36948/ijfmr.2024.v06i06.31343
Short DOI https://doi.org/g8r8jt
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 6 Isu 6Cover Page Vol 6 Isu 5Cover Page Vol 6 Isu 4

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9898-5948-55 editor@ijfmr.com