The Influence of Brand Image and Electronic Word of Mouth on Visiting Interest and Visitor Satisfaction as Intervening Variables at Kopi Praja Bintaro, South Tangerang, Banten Province, Indonesia

Abstract

This research aims to determine the influence of brand image and electronic word of mouth on visiting interest and visitor satisfaction as intervening variables at Kopi Praja Bintaro, South Tangerang, Banten Province, Indonesia. This type of research is quantitative descriptive research with the path analysis method. The population in the study consisted of all visitors to Kopi Praja Bintaro, while the sample consisted of 100 respondents who distributed questionnaires using accidental sampling. The research results show: (1) Brand image and electronic word of mouth have a significant effect on visitor satisfaction; (2) Visitor satisfaction has a significant effect on visiting interest; (3) Brand image and electronic word of mouth have a significant effect on visitor satisfaction through visitor satisfaction. Brand image greatly influences visitor satisfaction at Kopi Praja Bintaro by creating positive perceptions about products and services. Expectations built from a strong brand image can increase satisfaction, while a mismatch with a positive image can decrease it. Apart from that, E-WOM also influences visitor interest through visitor satisfaction by providing easy access to online reviews. These positive reviews create high expectations among potential visitors, which, if met, will increase satisfaction and the likelihood of return visits or recommendations.