Pengaruh Citra Merek, Inovasi Produk Terhadap Keputusan Pembelian dengan Mediasi e-WoM

Abstract

This study aims to examine the influence of brand image and product innovation on the purchase decisions of Generation Z customers at Fore Coffee, with electronic word of mouth (e-WOM) acting as a mediating variable. A total of 170 respondents were selected using purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both brand image and product innovation significantly influence purchase decisions and e-WOM. Furthermore, e-WOM mediates the relationship between product innovation and purchase decisions. However, e-WOM does not mediate the relationship between brand image and purchase decisions. These results highlight the critical role of product innovation and digital consumer engagement in shaping purchasing behavior among Generation Z