Café-Relevant Value and Brand Awareness on Purchase Intention: Empirical Study of Local Brand Cafe

The importance of this study is discussed to determine the intensity purchases resulting from cafe-relevant value, as well impact brand awareness through e-wom. Two hundred forty-six respondents were used coffee lovers in cafes, most questionnaires and interviews data collection methodologies. This analyzed e-WOM-mediated path analysis on purchase intention using SEM-PLS multiple analysis. research findings have a positive relationship between cafe relevant value influencing e-wom direct contribution café-relevant intention. So, it proven that has potential increase cafes.