Penelitian ini bertujuan untuk mengetahui pengaruh service quality, costumer
engagement dan electronic word of mouth terhadap keputusan pembelian pada
Mokopi Cafe. Sampel dalam penelitian ini adalah Generasi Z di Kabupaten
Kuningan. Metode penelitian yang digunakan penulis dalam penelitian ini adalah
metode kuantitatif dengan menggunakan kuesioner melalui google form. Jumlah
keseluruhan sampel dalam penelitian ini sebanyak 100 responden. Teknik
pengumpulan data yang digunakan oleh penulis dalam penelitian ini adalah
kuesioner dan pengukurannya menggunakan skala interval, data yang didapat
diolah dengan metode analisis regresi linear berganda dengan bantuan aplikasi
SPSS versi 23. Pembuktian hipotesis dilakukan dengan menggunakan teknik
analisis deskriptif. Hasil penelitian menunjukan bahwa : Service Quality, Costumer
Engagement dan Electronic word of mouth baik secara simultan dan parsial
berpengaruh positif dan signifikan terhadap keputusan pembelian pada Mokopi
Café.
Kata Kunci : Service Quality, Costumer Engagement, Electronic word Of
Mouth, Keputusan Pembelian.

This research aimed to determine the influence of service quality, customer
engagement, and electronic word of mouth on purchasing decisions at Mokopi Cafe.
The sample in this research is Generation Z in Kuningan Regency. The research
method used by the author in this research was a quantitative method by using a
questionnaire via Google Form. The total number of samples in this study was 100
respondents. The data collection technique used by the author in this study was a
questionnaire, and its measurement was done using an interval scale. The data
obtained were processed using the multiple linear regression analysis method with
the help of SPSS version 23 software. The hypothesis was tested using descriptive
analysis techniques. The research results showed that: Service Quality, Customer
Engagement, and Electronic Word of Mouth both simultaneously and partially had
a positive and significant impact on the purchasing decisions at Mokopi Café.
Keywords: Service Quality, Customer Engagement, Electronic Word of Mouth,
Purchase Decision.