Work

Promotion and experiential marketing on purchasing decisions mediated by e-WOM in coffee SMEs

Year: 2023

Type: article

Abstract: This study aimed to determine the effect of promotion and experiential marketing on buying decisions mediated by electronic Word-of-Mouth (e-WOM) in coffee SMEs. This research is quantitative research by distributing questionnaires. The research sample is 100 respondents with the Cochran formula. Data collection in this study used an ordinal and was measured using a Likert scale. Data analysis was carried out using SEM-PLS with the help of smart PLS. The results of the study indicate that purchasing decisions are significantly impacted by experiential marketing. It demonstrates how experiential marketing's sense, feeling, thinking, acting, and relating components are frequently used by marketers to influence consumer decisions. e-WOM marketing is significantly impacted by experiential marketing. It demonstrates that experience marketing impacts coffee SMEs' use of e-WOM marketing.

Source: Journal of Eastern European and Central Asian Research (JEECAR)

DOI: 10.15549/jeecar.v10i6.1512

Authors: Nizar Alam Hamdani, Noviearti Widiasih, Irfan Rizki Gumilar, Anggun Oktavia Herlianti, Soni Mulyawan Setiana

Institutions: Universitas Garut, Universitas Komputer Indonesia

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $750

OpenAlex ID: W4388408339

FWCI: 1.54

Cites: 33

Cited by: 10

Related to: 10