PENGARUH BRAND IMAGE, E-WOM, STORE ATMOSPHERE DAN HARGA TERHADAP MINAT BELI KONSUMEN (Studi Pada Rolag Kopi Kayoon)

Abstract

As there are many coffee shops in Surabaya, companies cannot only depend on their product or main
service. Most business owners will keep their innovation in order to survive facing strong competition.
Therefore, this research aimed to analyze the effect of brand image, eWOM, store atmosphere, and price
on consumers’ buying intention at Rolag Kopi Kayoon. The research was quantitative. While the
population was consumers who had bought at Rolag Kopi Kayoon Surabaya. Moreover, the data
collection technique used probability sampling. In line with that, there were 96 samples. Furthermore,
the data were primary with questionnaires as the instrument in data collection technique. Furthermore,
the data analysis technique used multiple linear regression with SPSS. From hypothesis test results, it
concluded that brand image had an insignificant effect on consumers' buying interest. On the other
hand, eWOM had a significant effect on consumers’ buying interest. Likewise, the store atmosphere had
a significant effect on consumers’ buying interest. Similarly, price had a significant effect on consumers’
buying interest.