PENGARUH e-WOM, KUALITAS MAKANAN DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI RUMAH MAKAN KAKKK AYAM GEPREK

Jason Djimantoro, Vania Clairine Gunawan

Abstract


ABSTRAK
Penelitian ini bertujuan mengetahui pengaruh e-WOM, Kualitas Makanan dan Kualitas Layanan terhadap Keputusan Pembelian di rumah makan Kakkk Ayam Geprek. Metode penelitian ini kuantitatif melalui kuesioner online dengan jumlah responden 145 orang. Teknik pengambilan sampel menggunakan Purposive Sampling, dan Snowball Sampling. Teknik analisis data adalah regresi linear berganda. Hasil penelitian ini menunjukkan bahwa Electronic word of mouth, Kualitas makanan, dan Kualitas layanan memiliki pengaruh positif signifikan terhadap keputusan pembelian di rumah makan Kakkk Ayam Geprek.
KataKunci: Electronic word of mouth, Kualitas Makanan, Kualitas Layanan, dan Keputusan Pembelian
ABSTRACT
This study aims to knowing the effect of e-WOM, Food Quality and Service Quality towards Purchase Decisions at Kakkk Ayam Geprek Restaurant. The research uses quantitative method, Purposive Sampling and Snowball Sampling through online questionnaire with 145 respondents. The data analysis technique is Multiple Linear Regression analysis. The results of this study shows that Electronic word of mouth, Food quantity, and Service quality give positive significant influence to Purchase decision at Kakkk Ayam Geprek Restaurant.
Keyword: Electronic word of mouth, Food Quality, Service Quality, and Purchase Decision


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References


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