Pengaruh E-WOM dan Brand Image terhadap Niat Beli pada Starbucks Reserve Dewata Bali

Abstract

The purpose of this research is to find out how the influence of E-WOM and Brand Image on the purchase intention of Starbucks Reserve Dewata Bali consumers. The quantitative method used in this research is descriptive research type. Sampling used non-probability sampling with purposive sampling with 100 respondents. The method of analysis using descriptive and multiple linear regression analysis. E-WOM and brand image variables categorized as good with a score of 80% for E-WOM and 81.2% for brand image. The results of the multiple linear regression analysis method simultaneously reflect positively on purchase intentions.