Pengaruh Customer Relationship Marketing (CRM), Word of Mouth (WoM) Dan Experiental Marketing Terhadap Keputusan Membeli Kopi Jalanan Indonesia (Kojain) Cabang Peterongan Kabupaten Jombang. (The Influence of Customer Relationship Marketing (CRM), Word of Mouth (WoM), and Experiential Marketing on Purchasing Decisions of Indonesian Street Coffee (Kojain) Peterongan Branch, Jombang Regency).

Prastyo, Indah Wahyu (2025) Pengaruh Customer Relationship Marketing (CRM), Word of Mouth (WoM) Dan Experiental Marketing Terhadap Keputusan Membeli Kopi Jalanan Indonesia (Kojain) Cabang Peterongan Kabupaten Jombang. (The Influence of Customer Relationship Marketing (CRM), Word of Mouth (WoM), and Experiential Marketing on Purchasing Decisions of Indonesian Street Coffee (Kojain) Peterongan Branch, Jombang Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The increasingly tight competition in the local coffee industry requires business actors to implement the right marketing strategy to maintain purchasing interest and increase consumer purchasing decisions. One of the local coffee entrepreneurs that is interesting to study is Kopi Jalanan Indonesia (KOJAIN), especially the Peterongan branch, Jombang Regency. KOJAIN comes with a unique concept of a roadside coffee shop that serves Wonosalam specialty coffee at affordable prices and manual brewing methods. This study aims to determine and analyze the influence of Customer Relationship Marketing, Word of Mouth, and Experiential Marketing on consumer purchasing decisions. This study uses a quantitative approach with an associative research type. Data were obtained by distributing questionnaires to 100 respondents and analyzed using multiple linear regression methods to test the influence partially and simultaneously. The results showed that Customer Relationship Marketing and Word of Mouth had a positive and significant effect on purchasing decisions. Word of Mouth is the most dominant variable, indicating that purchasing decisions are greatly influenced by recommendations, testimonials, and experiences of other consumers. On the other hand, Experiential Marketing does not have a significant effect partially, although descriptively it is considered quite good by respondents. However, simultaneously, the three variables together have a significant influence on purchasing decisions. This study is the latest study in the context of local coffee business marketing, so it can be an initial reference for the development of marketing strategies and academic research in the field of MSME consumer behavior.

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