The Influence The Influence of Digital Marketing and Electronic Word of Mouth (E-Wom) With Brand Image Mediation on Purchase Decisions at Fore Surabaya

Muhammad Efendi Ibrahim ; Liling Listyawati ; Anita Asnawi ; Galuh Ajeng Ayuningtiyas
International Journal of Management, Accounting &... 📅 2026 Vol 3, No 1 🔗 DOI: 10.70142/kbijmaf.v3i1.389
Abstract
This study is intended to investigate the impact of Digital Marketing and Electronic Word of Mouth (e-WOM) on Purchase Decisions, with Brand Image as a mediating variable in Fore Coffee consumers in Surabaya. This study applied a quantitative approach through causal methods, involving 100 respondents who had made transactions at Fore Coffee Sulawesi Street. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4 software. The findings of the study show that Digital Marketing and e-WOM have a positive and significant effect on Brand Image and Purchase Decisions. Brand image also has a significant influence on Purchase Decisions. In addition, Brand Image has proven to be a partial mediator, so Digital Marketing and e-WOM continue to have a direct influence, but the effect increases when through Brand Image. The research model produced an R² value of 0.671, which indicates good explanatory ability of the model. Overall, this study emphasizes that strengthening digital marketing strategies, managing e-WOM, and building a consistent brand image is very important in improving consumer purchasing decisions of Fore Coffee.
Keywords
Brand Image; Digital Marketing; E-Wom; PLS-SEM; Purchase Decision
How to Cite

Muhammad Efendi Ibrahim, et al. (2026). The Influence The Influence of Digital Marketing and Electronic Word of Mouth (E-Wom) With Brand Image Mediation on Purchase Decisions at Fore Surabaya. International Journal of Management, Accounting & Finance (KBIJMAF), 3(1). https://doi.org/10.70142/kbijmaf.v3i1.389

Muhammad Efendi Ibrahim ; Liling Listyawati ; Anita Asnawi ; Galuh Ajeng Ayuningtiyas , "The Influence The Influence of Digital Marketing and Electronic Word of Mouth (E-Wom) With Brand Image Mediation on Purchase Decisions at Fore Surabaya," International Journal of Management, Accounting & Finance (KBIJMAF), vol. 3, no. 1, 2026.

Muhammad Efendi Ibrahim ; Liling Listyawati ; Anita Asnawi ; Galuh Ajeng Ayuningtiyas . "The Influence The Influence of Digital Marketing and Electronic Word of Mouth (E-Wom) With Brand Image Mediation on Purchase Decisions at Fore Surabaya." International Journal of Management, Accounting & Finance (KBIJMAF), vol. 3, no. 1, 2026.

Muhammad Efendi Ibrahim ; Liling Listyawati ; Anita Asnawi ; Galuh Ajeng Ayuningtiyas . "The Influence The Influence of Digital Marketing and Electronic Word of Mouth (E-Wom) With Brand Image Mediation on Purchase Decisions at Fore Surabaya." International Journal of Management, Accounting & Finance (KBIJMAF) 3, no. 1 (2026).

Muhammad Efendi Ibrahim, et al. (2026) 'The Influence The Influence of Digital Marketing and Electronic Word of Mouth (E-Wom) With Brand Image Mediation on Purchase Decisions at Fore Surabaya', International Journal of Management, Accounting & Finance (KBIJMAF), 3(1). doi: 10.70142/kbijmaf.v3i1.389.

Muhammad Efendi Ibrahim ; Liling Listyawati ; Anita Asnawi ; Galuh Ajeng Ayuningtiyas . The Influence The Influence of Digital Marketing and Electronic Word of Mouth (E-Wom) With Brand Image Mediation on Purchase Decisions at Fore Surabaya. International Journal of Management, Accounting & Finance (KBIJMAF). 2026;3(1).

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