Millenials' Determinants of Local Cofee Shop Purchase Intention

Fitrianingrum, Agustina and Angga, Michael (2019) Millenials' Determinants of Local Cofee Shop Purchase Intention. DIMENSI, 8 (3). pp. 458-497. ISSN 2085-9996

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Abstract

The purpose of this study is to determine the influence the electronic word of mouth and brand image with the purchase intention of local coffee shops in millennials in Batam, Indonesia. The research method of this research is convenience sampling with structural equation modeling for the analysis of electronic word of mouth, brand image of the dependent variable (purchase intention). The results of this study indicates that electronic word of mouth has a significant positive effect on brand image and purchase intention. Electronic word of mouth has a significant positive direct relationship to purchase intention. This research can be a reference to improve the competitiveness of local coffee café or kopitiam in Batam.

Item Type: Article
Uncontrolled Keywords: Electronic word of mouth, brand image, purchase intention
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: School of Economic and Business > Management
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 09 Jul 2020 02:52
Last Modified: 09 Jul 2020 04:08
URI: http://repository.uib.ac.id/id/eprint/3233

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