PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), KUALITAS PRODUK, DAYA TARIK KONTEN, DAN FASILITAS TERHADAP KEPUTUSAN PEMBELIAN WARUNG BEKICOT MAGETAN

Syifa’ul Maulidah, Heny Sidanti, Dian Citaningtyas Ari Kadi

Abstract


This study aims to examine the influence of Electronic Word of Mouth (E-WOM), Product Quality, Content Attractiveness, and Facilities on Purchase Decisions at Warung Bekicot Magetan. The viral phenomenon of Warung Bekicot Magetan on social media makes this business an interesting case to study from the perspective of consumer behavior and digital marketing. The research employed a quantitative approach with a survey method. Data were collected through questionnaires distributed to 384 respondents who had made purchases at Warung Bekicot Magetan and owned social media accounts. The data were analyzed using multiple linear regression with the assistance of SPSS version 25. The findings indicate that E-WOM, Product Quality, and Content Attractiveness significantly influence Purchase Decisions, while Facilities do not have a significant effect. These results suggest that in the context of viral traditional culinary businesses, digital aspects and unique consumer experiences are more dominant than physical facilities. This study is expected to serve as a strategic reference for the management of Warung Bekicot Magetan to continuously improve product quality and strengthen digital marketing strategies based on content and consumer reviews.

Keywords: Electronic Word of Mouth, Product Quality, Content Attractiveness, Facilities, Purchase Decision.



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