Typical Food, Product Quality, and Quality of Service Improve Purchase Decisions Through e-WOM at Ramen Ramen Ya.

Abstract

This research aims to improve purchasing decisions at Ramen Ya by considering typical food factors, product quality, and service quality, through the mediation role of e-WOM. The population in this study consists of all customers who come and make purchases at Ramen Ya, with a sample of 250 respondents selected using accidental sampling techniques. Data was collected through questionnaires shared with respondents. The analysis method with PLS-SEM while data processing was carried out using SmartPLS 3.0 software. The results of the study show that typical foods have a significant effect on direct purchase decisions, as well as have a significant effect on e-WOM directly. In addition, special foods also influence purchasing decisions indirectly through e-WOM. Product quality has been proven to have a significant effect on purchasing decisions and e-WOM, as well as influencing purchasing decisions indirectly through E-WOM. Service quality also has a significant effect on purchase decisions and e-WOM, as well as influencing purchase decisions indirectly through e-WOM. Finally, e-WOM has a significant influence on purchasing decisions.

Keywords: Typical Food, Product Quality, Service Quality, e-WOM, Purchase Decision