Pengaruh Kualitas Produk, Brand image, E-WOM, dan Store atmosphere terhadap Keputusan Pembelian Kopi fore Generasi Z

Bagus Pratama, Handy Nur Cahya, Imam Nuryanto, Fakhmi Zakaria

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Penelitian ini menganalisis pengaruh kualitas produk, brand image, electronic word of mouth (E-WOM), dan store atmosphere terhadap keputusan pembelian Kopi fore pada Generasi Z di Kota Semarang. Kualitas produk mencerminkan kemampuan produk menjalankan fungsinya secara optimal, brand image mencerminkan persepsi dan kesan konsumen terhadap merek, E-WOM menggambarkan respons positif maupun negatif konsumen terhadap produk atau perusahaan, sedangkan store atmosphere merupakan hasil perancangan lingkungan fisik toko. Permasalahan penelitian berkaitan dengan pertumbuhan dan ekspansi Kopi fore yang belum sepenuhnya menggeser dominasi market leader maupun mencapai posisi top of mind pada Generasi Z. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 160 responden dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring dan dianalisis menggunakan IBM SPSS 27. Hasil penelitian menunjukkan bahwa kualitas produk, brand image, E-WOM, dan store atmosphere berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan kualitas produk sebagai faktor paling dominan. Temuan ini menunjukkan perlunya peningkatan kualitas produk dan penguatan store atmosphere berbasis Coffeescape, disertai penguatan brand image dan E-WOM untuk meningkatkan keputusan pembelian Generasi Z.

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DOI: https://doi.org/10.37531/mirai.v12i1.12782

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