Quantitative analysis reveals that electronic word of mouth and brand image significantly impact purchase decisions, highlighting essential marketing strategies.
This paper entails the influence of the electronic word of mouth using Instagram, brand image, lifestyle and product quality on variable purchase decision regarding Fore Coffee in Purwokerto. The research follows a quantitative group where a research instrument is a questionnaire. It entails 107 respondents sampled through purposive sampling method. The relationships between variables were assessed to be performed with the use of SmartPLS 3.0. The findings indicate that how well the electronic word of mouth, brand image, and product quality influence purchase decisions are significant. On the other hand, the lifestyle factor is not associated with purchase decisions. To the consumers, the study will inform the consumers about the forces that can affect the customer satisfaction
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Bahy et al. (2025) studied this question.