Impact of Customer Experiences, Atmosphere Café And Social Media On E-Wom

(Study At The Makassar Coffee Cafe Institute)

DOI

10.2991/978-94-6463-758-8_118How to use a DOI?

Keywords

customer experience; Atmosphere café; Social media Marketing; INKOP CAFÉ

Abstract

Research aims to determine and analyze the influence of customer experiences, café atmosphere, social media marketing on consumer e-Wom at the Makassar Café Coffee Institute. Research method applied Was a quantitative research method. The number of respondents obtained using a sampling technique using the Lemeslow formula. Data collection was carried out by distributing research questionnaires using two methods, namely: Offline (distributed directly at the Makassar Café Coffee Institute) and distributing Google Forms to loyal INSKOP Café Makassar customers. For the data measurement method for research results, a Likert scale was used to measure the perception of café consumers (INSKOP Café). The number of respondents who filled out the questionnaire was 125 people. Data were analyzed using SMART PLS 3.0. Research results show that: (1) Customer experience has a positive but not significant influence on e-WOM at the Institute Café in Makassar City.; (2) The café atmosphere has a positive and significant effect on e-WOM at the Makassar City Café Institute; (3) social media marketing has a positive and significant effect on e-WOM at the Makassar City Café Institute.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Khaeril Khaeril
AU  - Nursyamsi Nursyamsi
AU  - Nurul Qadriah Hatta
AU  - Irviani Maretta
AU  - Happy Nesya Maharani
AU  - Alim Lutfi
PY  - 2025
DA  - 2025/07/30
TI  - Impact of Customer Experiences, Atmosphere Café And Social Media On E-Wom
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 1474
EP  - 1491
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_118
DO  - 10.2991/978-94-6463-758-8_118
ID  - Khaeril2025
ER  -