PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), FOOD VLOGGER, DAN DISPLAY PRODUCT TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUKSUSHI KUN DI MADIUN

Nida Hanifa, Hari Purwanto

Abstract


Sushi Kun Restaurant is a Japanese restaurant that carries a modern concept, namely using a conveyor belt with a varied sushi menu. The aim of this research is to determine the impact of Electronic Word Of Mouth (E-WOM), Nourishment Vlogger, and Display Product on the acquisition of Sushi Kun items choices in Madiun. This type of research is quantitative with a total of 384 respondents. Information investigations carried out are expressive information testing, investigation instrument testing (calculating legitimacy and firm quality testing), classical presumption testing, multiple direct relapse testing, theory testing using the t test, and coefficient of multiple determination.

Keywords: E-WOM, Food Vlogger, Product Display, and Purchase Decisions


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