Typical Food, Product Quality, and Quality of Service Improve Purchase Decisions Through e-WOM at Ramen Ramen Ya.
Year: 2025
Type: article
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
Author: Resti Yana1*, Parlagutan Silitonga2
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W6911903331
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