Examining The Determinants Of Purchase Intention: A Survey Study On Jago Coffee Consumers In Jakarta

Abstract

The Indonesian coffee industry has experienced rapid growth, with Café on Wheels emerging as an innovative model to enhance accessibility and reduce operational costs. Jago Coffee, a pioneer in this sector, leverages electric vehicles (EVs) to serve customers dynamically. However, sustaining this model remains challenging due to changing consumer preferences and market competition. This study examines the impact of Content Marketing, Electronic Word-of-Mouth (E-WOM), and Perceived Quality on Brand Awareness and Purchase Intention, utilizing Diffusion of Innovation Theory and Theory of Planned Behavior. A quantitative approach was employed, collecting survey data from 399 active Instagram and TikTok users in Indonesia, analyzed using Structural Equation Modeling (SEM). The results indicate that Content Marketing and E-WOM significantly enhance Brand Awareness, which in turn positively influences Purchase Intention. However, Perceived Quality does not have a significant direct effect on Purchase Intention, suggesting that external factors such as digital engagement and brand perception play a greater role in influencing consumer behavior. These findings highlight the importance of social media marketing in increasing brand awareness and driving purchase decisions, offering strategic insights for Café on Wheels businesses to strengthen their market presence.