PENGARUH E-WOM, CITRA MEREK, KUALITAS PRODUK DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN AYAM PANGGANG BANJAREJO

Abstract

This study aims to determine the effect of Electronic Word Of Mouth (E-WOM), Brand Image, Product Quality and Location on Purchasing Decisions in a case study at the Banjarejo Roasted Chicken restaurant, Madiun city. This research was conducted on the customers of the Banjarejo Roasted Chicken restaurant with a total sample of 384 respondents. The method used in this study is a quantitative method using Multiple Linear Regression analysis with the help of SPSS.25 software and using the T test. The sampling technique used is Purposive Sampling. The results of Electronic Word Of Mouth (E-WOM) research have a positive and significant effect on Purchasing Decisions. Brand Image has a positive and significant effect on Purchasing Decisions. Product quality has a positive and significant effect on purchasing decisions. And location has a positive and significant effect on purchasing decisions.