THE ROLE OF BRAND IMAGE IN SHAPING PURCHASE INTENTION: EVIDENCE FROM FORE COFFEE
DOI:
https://doi.org/10.25170/jm.v23i1.7845Keywords:
Brand Image, e-WOM, Influencer, Purchase Intention, Social Media, StorytellingAbstract
The rapid growth of Indonesia’s coffee industry has encouraged companies to develop effective digital marketing strategies to strengthen brand image and increase consumer purchase intention. This study examines the direct effects of storytelling, electronic word of mouth (e-WOM), influencer marketing, social media marketing, and brand image on purchase intention, as well as the indirect effects of digital marketing factors through brand image. A quantitative approach with a single cross-sectional design was employed. Data were collected through an online questionnaire using a five-point Likert scale from 313 Generation Y and Generation Z consumers of Fore Coffee in Batam City. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 and a bootstrapping procedure. The results show that storytelling and social media marketing have significant positive direct effects on purchase intention, whereas e-WOM and influencer marketing do not. Brand image also has a significant positive effect on purchase intention. Furthermore, storytelling, e-WOM, and social media marketing significantly affect brand image, while influencer marketing does not. The mediation analysis indicates that brand image significantly mediates the effects of e-WOM and social media marketing on purchase intention but does not mediate the effects of storytelling and influencer marketing. These findings highlight the important role of brand image in transforming e-WOM and social media marketing into stronger purchase intention. The study provides practical implications for Fore Coffee and similar coffee brands to strengthen social media engagement, encourage positive e-WOM, maintain consistent storytelling, and evaluate influencer collaborations based on credibility, relevance, and audience fit.
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