Electronic word of mouth, brand image, and service quality as predictors of purchase decisions at Kimino Coffee and Eatery, Pulau Rakyat, Asahan

Risfika Indah Lestari () and Neni Triastuti ()
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Risfika Indah Lestari: Department of Management, Faculty of Economics, Universitas Asahan
Neni Triastuti: Department of Management, Faculty of Economics, Universitas Asahan

Priviet Social Sciences Journal, 2026, vol. 6, issue 6, 515-529

Abstract: The rapid expansion of the Indonesian coffee-shop industry has transformed the local café from a place of consumption into a contested marketplace in which consumer-generated information, symbolic brand meaning, and experiential service all compete to shape the buying decision. This study examines the simultaneous and partial effects of electronic word of mouth (e-WOM), brand image, and service quality on purchase decisions at Kimino Coffee and Eatery in Pulau Rakyat, Kabupaten Asahan, Indonesia. A quantitative associative survey design was adopted. Primary data were collected through a five-point Likert questionnaire administered to 96 consumers selected by non-probability purposive sampling, with the sample size determined using the Cochran formula for an unknown population. The respondent profile comprised 63 women (65.6%) and 33 men (34.4%). Data were analysed using multiple linear regression after validity, reliability, and classical-assumption testing. The three predictors jointly explained 75.0% of the variance in purchase decision, F (3, 92) = 91.852, p

Keywords: e-WOM; electronic word of mouth; brand image; service quality; purchase decision; coffee shop (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:prv:pssjpv:2019

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DOI: 10.55942/pssj.v6i6.2019

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