The Influence of Social Media Marketing and Electronic Word of Mouth (e-WOM) on Purchase Intention through Brand Awareness among Cafe Customers in Jambi City

This dataset contains respondent data collected for the research entitled “The Influence of Electronic Word-of-Mouth (e-WOM) on Purchase Intention through Brand Awareness among Cafe Customers in Jambi City.” The data were collected using an online questionnaire distributed through social media platforms. A total of 477 respondents participated in this study. The dataset includes demographic profiles of respondents and measurement items related to Electronic Word-of-Mouth (e-WOM), Brand Awareness, and Purchase Intention using a Likert scale. This dataset was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software. The dataset is provided for academic and research purposes only.