Pengaruh Potongan Harga Dan E-Wom Terhadap Brand Image Dan Keputusan Pembelia…

ABSTRACT Coffee is one of Indonesia's leading commodities, showing an upward trend in consumption every year. This has triggered competition in the coffee industry, especially in the city of Pekanbaru. One of the major players is Point Coffee, which is available in many Indomaret outlets. Strategies such as price discounts and Electronic Word of Mouth (E-WOM) are used to strengthen brand i…