Pengaruh Pesan eWOM (electronic Word of Mouth) Terhadap Keputusan Pembelian (Studi pada Konsumen Amstirdam Coffee & Roastery Malang)

This research aims to assess the impact of electronic word of mouth on purchasing decision of Amstirdam Coffee & Roastery’s consumers, Malang. This study was considered because of the tendency consumers on making the decision to purchase some particular products/services currently has been influenced by the role of opinion or review from antecedent consumers, especially through the internet. In this research, the electronic word of mouth (eWOM) messages is measured by the level of frequency, intensity, and interest of the consumers toward eWOM messages itself. Meanwhile, purchasing decision measured by 4 stages, needs identification, information search, evaluation of alternative and purchase decision. The data obtained used quantitative approach and the samples selection used total sampling method. Further, to examine the scale of impact, this study used correla-tions coefficient test and determination coefficient test. The number of samples is 44. The result of the research shows that the value of correlations coefficient is in the range of high with score 59,1%, however, the de-termination coefficient test result shows the value of r square is 34,9%, which means the electronic word of mouth influenced purchasing decision of the con-sumers about 34,9%. In accordance to the category interval, this number is consid-ered in the low range category