The Role of Word of Mouth and Electronic Word of Mouth in the Consumer Purchase Decision Process of Kopi Tuku (A Case Study of Consumers in Jabodetabek)

Abstract

Introduction/Main Objectives: This study explores the role of Word of Mouth (WOM) and Electronic Word of Mouth (E-WOM) in consumer purchase decisions for Kopi Tuku, focusing on how WOM triggers initial awareness and how E-WOM functions as a tool for evaluation, social validation, and risk reduction prior to purchase.

Background Problems: Previous research on E-WOM is predominantly quantitative, measuring its influence without exploring how consumers perceive and interpret it in specific social contexts. Additionally, WOM and E-WOM are often treated as separate variables, overlooking their interrelationship and continuity within a single decision-making process.

Research Methods: A qualitative descriptive-exploratory design was employed. Data were collected through in-depth interviews with Kopi Tuku consumers, social media observations, and documentation of digital reviews. Purposive sampling was used, and data were analyzed using thematic analysis.

Finding/Results: E-WOM significantly shapes consumer trust and confidence by serving as a source of information and social validation. Its influence is strengthened by positive sentiment, narrative authenticity, and alignment with consumer identity. WOM and E-WOM operate sequentially and complementarily WOM sparks interest, while E-WOM reinforces confidence before purchase.

Conclusion: E-WOM is a strategic element in local coffee marketing, building trust, social legitimacy, and emotional connection. Marketing success depends not on promotional intensity, but on a brand’s ability to generate authentic consumer experiences that stimulate organic, integrated WOM and E-WOM for sustainable brand growth.