THE EFFECT OF PRICE PERCEPTION, BRAND IMAGE AND EWOM ON PURCHASING DECISIONS

Abstract

The growing interest in coffee consumption in Indonesia has led to the proliferation of various coffee brands, including Kopi Tuku, which is the focus of this study. This research examines the influence of price perception, brand image, and electronic word of mouth (EWOM) on consumers' purchasing decisions at Kopi Tuku. The study employs a quantitative approach using multiple linear regression statistical method, including t-tests, ANOVA, and regression analysis. Accidental sampling was used to select 126 respondents who were customers of Kopi Tuku between December 2024 and January 2025. Data was collected through questionnaires. Multiple linear regression analysis results indicate that price perception and EWOM significantly impact purchasing decisions, while brand image does not. These findings suggest that Kopi Tuku consumers are susceptible to price and are strongly influenced by recommendations from others. This research provides insights for Kopi Tuku's management to focus on competitive pricing strategies and leverage EWOM platforms. However, strengthening brand image should remain a priority for long-term customer loyalty. This study is expected to contribute to the development of Kopi Tuku's marketing strategy.