The Influence Of Electronic Word Of Mouth (E-Wom) And Servicescape On Purchase Decisions At Nuju Coffee Space (A Study Of Generation Z Consumers In Bandar Lampung)

Damar Widi Saputra; Dwi Asri Siti Ambarwati

doi:10.63922/ijebir.v5i04.4318

Damar Widi Saputra Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.
Dwi Asri Siti Ambarwati Department of Management, Faculty of Economics and Business, Universitas Lampung, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i04.4318

Keywords: Electronic Word of Mouth (e-WOM), Servicescape, Purchase Decision, Generation Z, Coffee Shop.

Abstract

The rapid growth of the coffee shop industry has intensified business competition. In this competitive environment, Electronic Word of Mouth (e-WOM) and servicescape have become important factors influencing consumer purchase decisions, particularly among Generation Z, who are characterized as digital natives and active users of social media. This study aims to analyze the influence of e-WOM and servicescape on purchase decisions among consumers of Nuju Coffee Space in Bandar Lampung. This research employed a quantitative approach with an explanatory research design. The sampling technique used was purposive sampling, involving 110 Generation Z consumers who had visited Nuju Coffee Space and obtained information through e-WOM. Data were collected using a questionnaire with a Likert scale and analyzed using multiple linear regression through IBM SPSS Statistics 27. The results indicate that e-WOM has a positive and significant effect on purchase decisions, with a significance value of 0.000 (< 0.05). Servicescape also has a positive and significant effect on purchase decisions, with a significance value of 0.000 (< 0.05). Simultaneously, e-WOM and servicescape significantly influence purchase decisions, as indicated by the F-test significance value of 0.000 (< 0.05). The coefficient of determination shows an Adjusted R Square value of 0.597, meaning that 59.7% of the variation in purchase decisions can be explained by e-WOM and servicescape, while the remaining 40.3% is influenced by other factors outside the scope of this study. These findings suggest that credible digital information and a comfortable, attractive physical environment play important roles in encouraging purchase decisions among Generation Z consumers at Nuju Coffee Space.

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