Unlocking Purchase Intention: The Role of Value, Brand Awareness, and e-WOM in the Café Industry
Abstract
This study aims to empirically investigate the impact of café-relevant values (CRV) and brand awareness (BA) on electronic word-of-mouth (e-WOM) and purchase intention (PI) within the café industry. Additionally, it examines the mediating role of e-WOM in these relationships. The study employed a cross-sectional survey design, collecting data from 246 café customers in Central Java, Indonesia. Structural Equation Modelling (SEM) was used to analyse the relationships between CRV, BA, e-WOM, and PI. The results revealed that both CRV and BA had significant positive effects on e-WOM and PI. Furthermore, e-WOM partially mediated the relationship between CRV and PI, as well as between BA and PI, suggesting that e-WOM enhances the influence of value perceptions and brand awareness on purchase decisions. This study contributes to the existing literature on Service-Dominant Logic by exploring the interplay between perceived value, brand awareness, and e-WOM in the café sector, which has not been extensively examined in previous research. Given these findings, café managers should focus on enhancing perceived value and brand awareness through quality services and strategic brand communication to increase consumer engagement and purchase intentions. Future research should explore these relationships in other industry contexts and consider longitudinal approaches for deeper insights.
Keywords:
Cafe Relevant Value, Brand Awareness, Electronic Word of Mouth, Purchase Intention
References
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Alimamy, S., Chylinski, M., Deans, K. R., & Gnoth, J. (2024). Revealing the essence of value‐in‐being: A Heideggerian paradigm of value co‐creation. Psychology & Marketing, 41(1), 5-15.
Amrie, S. M. A. Z. A., Jatmiko, R. D., & Handayanto, E. (2021). The Influence of Product Attributes and Customer Experience on Customer Loyalty. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 1(4), 256-266. https://doi.org/10.22219/jamanika.v1i4.19210
Ansari, A., & Riasi, A. (2020). Modelling the impact of activity in brand communities on loyalty. International Journal of Internet Marketing and Advertising, 14(1), 1-18.
Bui, S., Kettinger, W. J., & Park, I. (2022). Identity sharing and adaptive personalization influencing online repurchases. Journal of Computer Information Systems, 62(4), 778-789.
Casidy, R., Prentice, C., & Wymer, W. (2019). The effects of brand identity on brand performance in the service sector. Journal of Strategic Marketing, 27(8), 651-665.
Cheng, Y.-Y., Tung, W.-F., Yang, M.-H., & Chiang, C.-T. (2019). Linking relationship equity to brand resonance in a social networking brand community. Electronic Commerce Research and Applications, 35, 100849.
Cohen, J. (1992). Statistical power analysis. Current directions in psychological science, 1(3), 98-101.
Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758-773.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing research, 18(1), 39-50.
Frempong, J., Chai, J., Ampaw, E. M., Amofah, D. O., & Ansong, K. W. (2020). The relationship among customer operant resources, online value co-creation and electronic-word-of-mouth in solid waste management marketing. Journal of Cleaner Production, 248, 119228.
Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55, 102117.
Ha, H.-Y., K. Akamavi, R., J. Kitchen, P., & Janda, S. (2014). Exploring key antecedents of purchase intentions within different services. Journal of Services Marketing, 28(7), 595-606.
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). An introduction to structural equation modeling. Partial least squares structural equation modeling (PLS-SEM) using R: a workbook, 1-29.
Halim, R. E., Rahmani, S., Gayatri, G., Furinto, A., & Sutarso, Y. (2022). The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM). Sustainability, 14(5), 2554. https://doi.org/10.3390/su14052554
Hemsley‐Brown, J. (2023). Antecedents and consequences of brand attachment: A literature review and research agenda. International Journal of Consumer Studies, 47(2), 611-628.
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736.
Kaur, P., Dhir, A., Chen, S., & Rajala, R. (2021). Attitudinal and behavioral loyalty toward virtual goods. Journal of Computer Information Systems, 61(2), 118-129.
Khandai, S., Mathew, J., Yadav, R., Kataria, S., & Kohli, H. S. (2022). Ensuring Brand Loyalty for Firms Practising Sustainable Marketing: A Roadmap. Society and Business Review, 18(2), 219-243. https://doi.org/10.1108/sbr-10-2021-0189
Kim, S., Ham, S., Moon, H., Chua, B.-L., & Han, H. (2019). Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. International Journal of Hospitality Management, 77, 169-177. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.06.026
Kim, S., Park, H.-H., Kim, J., Kim, J., & Ahn, S. (2014). Design and analysis of a resonant reactive shield for a wireless power electric vehicle. IEEE Transactions on Microwave theory and techniques, 62(4), 1057-1066.
Kuo, H.-C., & Nakhata, C. (2019). The impact of electronic word-of-mouth on customer satisfaction. Journal of Marketing Theory and Practice, 27(3), 331-348.
Kusumawati, A., & Sri Rahayu, K. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. Human Systems Management, 39(2), 219-232.
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378-397.
Matos, C. A. d., & Krielow, A. (2019). The effects of environmental factors on B2B e-services purchase: perceived risk and convenience as mediators. Journal of Business & Industrial Marketing, 34(4), 767-778.
Mulyana, D., Rudiana, D., & Taufiq, A. R. (2019). The role of value co-creation based on engagement to develop brand advantage. Polish Journal of Management Studies, 20(1), 305-317.
Na, M., Ali, M. H., Alam, S. S., Masukujjaman, M., & Ali, K. A. M. (2023). The Mediating Role of Brand Trust and Brand Love Between Brand Experience and Loyalty: A Study on Smartphones in China. Behavioral Sciences, 13(6), 502. https://doi.org/10.3390/bs13060502
Nam, K., Baker, J., Ahmad, N., & Goo, J. (2020). Determinants of writing positive and negative electronic word-of-mouth: Empirical evidence for two types of expectation confirmation. Decision Support Systems, 129, 113168.
Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749-759.
None, N., dos Anjos, S. J. G., Kuhn, V. R., & None, N. (2024). The Role of Transformational Leadership and Innovation Adoption in Restaurant Performance. Tourism & Management Studies, 20(1), 49-64. https://doi.org/10.18089/tms.20240104
Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100-112.
Pham, H., Vo, H., & Phan, H. (2022). Predicting consumers’ apartment purchase intention in Vietnam using an extended theory of of planned behavior. Innovative Marketing, 18(4), 201-214.
Pyle, M. A., Smith, A. N., & Chevtchouk, Y. (2021). In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace. Journal of Business Research, 122, 145-158.
Riaz, M. U., Guang, L. X., Zafar, M., Shahzad, F., Shahbaz, M., & Lateef, M. (2021). Consumers’ purchase intention and decision-making process through social networking sites: a social commerce construct. Behaviour & Information Technology, 40(1), 99-115.
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651-662.
Scarlett, G., Reksoprawiro, R., Amelia, N., & Wibowo, A. J. I. (2022). Institutions and technology in the value co-creation process of restaurant consumers: a service-dominant logic perspective. The TQM Journal, 34(3), 357-376.
Setiawan, P. Y., Purbadharmaja, I. B. P., Widanta, A. A. B. P., & Hayashi, T. (2021). How electronic word of mouth (e-WOM) triggers intention to visit through destination image, trust and satisfaction: The perception of a potential tourist in Japan and Indonesia. Online Information Review, 45(5), 861-878.
Shulga, L. V., & Busser, J. A. (2020). Customer Self-Determination in Value Co-Creation. Journal of Service Theory and Practice, 31(1), 83-111. https://doi.org/10.1108/jstp-05-2020-0093
Silva, S., & Guenther, E. (2018). Setting the research agenda for measuring sustainability performance–systematic application of the world café method. Sustainability Accounting, Management and Policy Journal, 9(4), 455-469.
Sukwadi, R., Yang, C. C., & Fan, L. (2012). Capturing Customer Value Creation Based on Service Experience – A Case Study on News Café. Journal of the Chinese Institute of Industrial Engineers, 29(6), 383-399. https://doi.org/10.1080/10170669.2012.713033
Tasci, A. D. (2021). A critical review and reconstruction of perceptual brand equity. International Journal of Contemporary Hospitality Management, 33(1), 166-198.
Tien, D. H., Rivas, A. A. A., & Liao, Y.-K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238-249.
Tien, N. H., Anh, D. B. H., Ngoc, N. M., & Nhi, D. T. Y. (2019). Sustainable social entrepreneurship in Vietnam [Article]. International Journal of Entrepreneurship, 23(3). https://www.scopus.com/inward/record.uri?eid=2-s2.0-85073956872&partnerID=40&md5=6a48cfb5c595cf85a9d5cc8ad4cec93c
Vakulenko, Y., Oghazi, P., & Hellström, D. (2019). Innovative framework for self-service kiosks: Integrating customer value knowledge. Journal of Innovation & Knowledge, 4(4), 262-268.
Vargo, S. L., Wieland, H., & O'Brien, M. (2023). Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline. Journal of Business Research, 164, 113965.
Wang, K., Tai, J. C., & Hu, H.-f. (2023). Role of brand engagement and co-creation experience in online brand community continuance: A service-dominant logic perspective. Information Processing & Management, 60(1), 103136.
Ward, E., Yang, S., Romaniuk, J., & Beal, V. (2020). Building a unique brand identity: Measuring the relative ownership potential of brand identity element types. Journal of Brand Management, 27, 393-407.
Zhang, Z., Shi, Y., Willson, J., Du, D.-Z., & Tong, G. (2017). Viral marketing with positive influence. IEEE INFOCOM 2017-IEEE Conference on Computer Communications,
Zhao, Y., von Delft, S., Morgan-Thomas, A., & Buck, T. (2020). The evolution of platform business models: Exploring competitive battles in the world of platforms. Long Range Planning, 53(4), 101892. https://doi.org/https://doi.org/10.1016/j.lrp.2019.101892
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41, 100980.
Zhu, W., Mou, J., & Benyoucef, M. (2019). Exploring purchase intention in cross-border E-commerce: A three stage model. Journal of Retailing and Consumer Services, 51, 320-330.
Alajhar, N. A., Almiqbel, E., Alamoudi, L., Mashat, R., & Husain, K. (2022). Implementing Quality Management Tools to Improve Customer’s Journey at Café. Open Journal of Business and Management, 10(04), 2045-2090. https://doi.org/10.4236/ojbm.2022.104105
Alimamy, S., Chylinski, M., Deans, K. R., & Gnoth, J. (2024). Revealing the essence of value‐in‐being: A Heideggerian paradigm of value co‐creation. Psychology & Marketing, 41(1), 5-15.
Amrie, S. M. A. Z. A., Jatmiko, R. D., & Handayanto, E. (2021). The Influence of Product Attributes and Customer Experience on Customer Loyalty. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 1(4), 256-266. https://doi.org/10.22219/jamanika.v1i4.19210
Ansari, A., & Riasi, A. (2020). Modelling the impact of activity in brand communities on loyalty. International Journal of Internet Marketing and Advertising, 14(1), 1-18.
Bui, S., Kettinger, W. J., & Park, I. (2022). Identity sharing and adaptive personalization influencing online repurchases. Journal of Computer Information Systems, 62(4), 778-789.
Casidy, R., Prentice, C., & Wymer, W. (2019). The effects of brand identity on brand performance in the service sector. Journal of Strategic Marketing, 27(8), 651-665.
Cheng, Y.-Y., Tung, W.-F., Yang, M.-H., & Chiang, C.-T. (2019). Linking relationship equity to brand resonance in a social networking brand community. Electronic Commerce Research and Applications, 35, 100849.
Cohen, J. (1992). Statistical power analysis. Current directions in psychological science, 1(3), 98-101.
Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758-773.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing research, 18(1), 39-50.
Frempong, J., Chai, J., Ampaw, E. M., Amofah, D. O., & Ansong, K. W. (2020). The relationship among customer operant resources, online value co-creation and electronic-word-of-mouth in solid waste management marketing. Journal of Cleaner Production, 248, 119228.
Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55, 102117.
Ha, H.-Y., K. Akamavi, R., J. Kitchen, P., & Janda, S. (2014). Exploring key antecedents of purchase intentions within different services. Journal of Services Marketing, 28(7), 595-606.
Hair Jr, J. F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101-110.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). An introduction to structural equation modeling. Partial least squares structural equation modeling (PLS-SEM) using R: a workbook, 1-29.
Halim, R. E., Rahmani, S., Gayatri, G., Furinto, A., & Sutarso, Y. (2022). The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM). Sustainability, 14(5), 2554. https://doi.org/10.3390/su14052554
Hemsley‐Brown, J. (2023). Antecedents and consequences of brand attachment: A literature review and research agenda. International Journal of Consumer Studies, 47(2), 611-628.
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53, 101736.
Kaur, P., Dhir, A., Chen, S., & Rajala, R. (2021). Attitudinal and behavioral loyalty toward virtual goods. Journal of Computer Information Systems, 61(2), 118-129.
Khandai, S., Mathew, J., Yadav, R., Kataria, S., & Kohli, H. S. (2022). Ensuring Brand Loyalty for Firms Practising Sustainable Marketing: A Roadmap. Society and Business Review, 18(2), 219-243. https://doi.org/10.1108/sbr-10-2021-0189
Kim, S., Ham, S., Moon, H., Chua, B.-L., & Han, H. (2019). Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. International Journal of Hospitality Management, 77, 169-177. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.06.026
Kim, S., Park, H.-H., Kim, J., Kim, J., & Ahn, S. (2014). Design and analysis of a resonant reactive shield for a wireless power electric vehicle. IEEE Transactions on Microwave theory and techniques, 62(4), 1057-1066.
Kuo, H.-C., & Nakhata, C. (2019). The impact of electronic word-of-mouth on customer satisfaction. Journal of Marketing Theory and Practice, 27(3), 331-348.
Kusumawati, A., & Sri Rahayu, K. (2020). The effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty. Human Systems Management, 39(2), 219-232.
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers’ purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378-397.
Matos, C. A. d., & Krielow, A. (2019). The effects of environmental factors on B2B e-services purchase: perceived risk and convenience as mediators. Journal of Business & Industrial Marketing, 34(4), 767-778.
Mulyana, D., Rudiana, D., & Taufiq, A. R. (2019). The role of value co-creation based on engagement to develop brand advantage. Polish Journal of Management Studies, 20(1), 305-317.
Na, M., Ali, M. H., Alam, S. S., Masukujjaman, M., & Ali, K. A. M. (2023). The Mediating Role of Brand Trust and Brand Love Between Brand Experience and Loyalty: A Study on Smartphones in China. Behavioral Sciences, 13(6), 502. https://doi.org/10.3390/bs13060502
Nam, K., Baker, J., Ahmad, N., & Goo, J. (2020). Determinants of writing positive and negative electronic word-of-mouth: Empirical evidence for two types of expectation confirmation. Decision Support Systems, 129, 113168.
Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749-759.
None, N., dos Anjos, S. J. G., Kuhn, V. R., & None, N. (2024). The Role of Transformational Leadership and Innovation Adoption in Restaurant Performance. Tourism & Management Studies, 20(1), 49-64. https://doi.org/10.18089/tms.20240104
Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100-112.
Pham, H., Vo, H., & Phan, H. (2022). Predicting consumers’ apartment purchase intention in Vietnam using an extended theory of of planned behavior. Innovative Marketing, 18(4), 201-214.
Pyle, M. A., Smith, A. N., & Chevtchouk, Y. (2021). In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace. Journal of Business Research, 122, 145-158.
Riaz, M. U., Guang, L. X., Zafar, M., Shahzad, F., Shahbaz, M., & Lateef, M. (2021). Consumers’ purchase intention and decision-making process through social networking sites: a social commerce construct. Behaviour & Information Technology, 40(1), 99-115.
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149, 651-662.
Scarlett, G., Reksoprawiro, R., Amelia, N., & Wibowo, A. J. I. (2022). Institutions and technology in the value co-creation process of restaurant consumers: a service-dominant logic perspective. The TQM Journal, 34(3), 357-376.
Setiawan, P. Y., Purbadharmaja, I. B. P., Widanta, A. A. B. P., & Hayashi, T. (2021). How electronic word of mouth (e-WOM) triggers intention to visit through destination image, trust and satisfaction: The perception of a potential tourist in Japan and Indonesia. Online Information Review, 45(5), 861-878.
Shulga, L. V., & Busser, J. A. (2020). Customer Self-Determination in Value Co-Creation. Journal of Service Theory and Practice, 31(1), 83-111. https://doi.org/10.1108/jstp-05-2020-0093
Silva, S., & Guenther, E. (2018). Setting the research agenda for measuring sustainability performance–systematic application of the world café method. Sustainability Accounting, Management and Policy Journal, 9(4), 455-469.
Sukwadi, R., Yang, C. C., & Fan, L. (2012). Capturing Customer Value Creation Based on Service Experience – A Case Study on News Café. Journal of the Chinese Institute of Industrial Engineers, 29(6), 383-399. https://doi.org/10.1080/10170669.2012.713033
Tasci, A. D. (2021). A critical review and reconstruction of perceptual brand equity. International Journal of Contemporary Hospitality Management, 33(1), 166-198.
Tien, D. H., Rivas, A. A. A., & Liao, Y.-K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238-249.
Tien, N. H., Anh, D. B. H., Ngoc, N. M., & Nhi, D. T. Y. (2019). Sustainable social entrepreneurship in Vietnam [Article]. International Journal of Entrepreneurship, 23(3). https://www.scopus.com/inward/record.uri?eid=2-s2.0-85073956872&partnerID=40&md5=6a48cfb5c595cf85a9d5cc8ad4cec93c
Vakulenko, Y., Oghazi, P., & Hellström, D. (2019). Innovative framework for self-service kiosks: Integrating customer value knowledge. Journal of Innovation & Knowledge, 4(4), 262-268.
Vargo, S. L., Wieland, H., & O'Brien, M. (2023). Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline. Journal of Business Research, 164, 113965.
Wang, K., Tai, J. C., & Hu, H.-f. (2023). Role of brand engagement and co-creation experience in online brand community continuance: A service-dominant logic perspective. Information Processing & Management, 60(1), 103136.
Ward, E., Yang, S., Romaniuk, J., & Beal, V. (2020). Building a unique brand identity: Measuring the relative ownership potential of brand identity element types. Journal of Brand Management, 27, 393-407.
Zhang, Z., Shi, Y., Willson, J., Du, D.-Z., & Tong, G. (2017). Viral marketing with positive influence. IEEE INFOCOM 2017-IEEE Conference on Computer Communications,
Zhao, Y., von Delft, S., Morgan-Thomas, A., & Buck, T. (2020). The evolution of platform business models: Exploring competitive battles in the world of platforms. Long Range Planning, 53(4), 101892. https://doi.org/https://doi.org/10.1016/j.lrp.2019.101892
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41, 100980.
Zhu, W., Mou, J., & Benyoucef, M. (2019). Exploring purchase intention in cross-border E-commerce: A three stage model. Journal of Retailing and Consumer Services, 51, 320-330.
Published
2025-01-01
How to Cite
Nuryanto, I., & Panjaitan, R. (2025). Unlocking Purchase Intention: The Role of Value, Brand Awareness, and e-WOM in the Café Industry. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 8(1), 49-61. https://doi.org/https://doi.org/10.36778/jesya.v8i1.1813
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
