PENGARUH E-WOM DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN KULINER VIRAL TIKTOK DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING

Ilham Jua Marimba, Karuniawati Hasanah, Indra Ayu Fatmala

Abstract


This study uses purchase intention as a mediating variable to look at how perceived quality and E-WOM affect people's decisions to buy TikTok viral food. This study is based on numbers. For the study, 384 customers of Sate Gule Kambing Binowo Madiun were asked to fill out a poll. To gather information for the study, purposeful sampling and nonprobability sampling were both used. This study analyzes data using SPSS 25 path analysis. Data analysis employed the Sobel Test, t test, path analysis, and classical assumption. The study's findings demonstrate that: 1) E-WOM significantly and favorably influences purchasing interest in Binowo Goat Satay Gule Madiun. 2) The degree of interest in purchasing Binowo Goat Satay Gule Madiun is positively and significantly impacted by perceived quality. 3) At Binowo Goat Satay Gule Madiun, purchase intentions have a favorable and noteworthy impact on decisions made regarding purchases. 4) At Binowo Goat Gule Satay Madiun, E-WOM significantly and favorably influences purchasing decisions when purchase intention is considered an intervening variable. 5) With purchase intention as a variable, perceived quality has a favorable and large impact on purchasing decisions.

Keywords:  E-WOM, Perceived Quality, Purchase  Intention, Purchase Decision


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References


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