Nizar Alam Hamdani, Noviearti Widiasih, Irfan Rizki Gumilar, Anggun Oktavia Herlianti, Soni Mulyawan Setiana
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Promotion and experiential marketing on purchasing decisions mediated by e-WOM in coffee SMEs
This study aimed to determine the effect of promotion and experiential marketing on buying decisions mediated by electronic Word-of-Mouth (e-WOM) in coffee SMEs. This research is quantitative research by distributing questionnaires. The research sample is 100 respondents with the Cochran formula. Data collection in this study used an ordinal and was measured using a Likert scale. Data analysis was carried out using SEM-PLS with the help of smart PLS. The results of the study indicate that purchasing decisions are significantly impacted by experiential marketing. It demonstrates how experiential marketing's sense, feeling, thinking, acting, and relating components are frequently used by marketers to influence consumer decisions. e-WOM marketing is significantly impacted by experiential marketing. It demonstrates that experience marketing impacts coffee SMEs' use of e-WOM marketing.
期刊介绍:
Journal of Eastern European and Central Asian Research (JEECAR) is a multi-disciplinary journal related to the Eurasia regional economics, finance, management, marketing, international affairs, and other business-related disciplines. By Eastern Europe and Central Asia, the IEECA refers to Russia, Ukraine, Belarus, Moldova, Armenia, Azerbaijan, Estonia, Latvia, Lithuania, Poland, Slovakia, Hungary, Serbia, Montenegro, Bosnia and Herzegovina, Albania, Kosovo, Macedonia, and five post-Soviet Central Asian states: Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan, and Uzbekistan. The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics. Any paper submitted to the journal must be original, previously unpublished, and currently not under consideration for publication elsewhere. All articles in the printed version of the journal are peer-reviewed. The review process is a double-blind process. Neither the authors nor the reviewers know who wrote or reviewed the article. Per standard practice, only the Editor assigned to handle a paper knows the identity of the authors and the reviewers.