Pengaruh Kualitas Pelayanan dan E-WOM terhadap Niat Beli di Kedai Kopi Memoar
Abstract
Abstract. This study focuses on Service Quality, Electronic Word Of Mouth, and Purchase Intention. The purpose of this study was to determine the relationship between Service Quality, Electronic Word Of Mouth, and Purchase Intention at Kedai Kopi Memoar. This research includes descriptive and verificative research using a quantitative approach. The research method used is the survey method with a questionnaire instrument as the data collection technique. The sampling technique used was purposive sampling. The population in this study are consumers who have made purchases at Kedai Kopi Memoar. The sample used in this study amounted to 100 respondents. Data analysis in this study is descriptive analysis using multiple linear regression analysis and hypothesis testing using T test and F test analysis. The results of this study indicate that Service Quality partially has a positive and significant effect on Purchase Intention. Electronic Word Of Mouth partially has a positive and significant effect on Purchase Intention. Service Quality and Electronic Word Of Mouth simultaneously have a positive and significant effect on Purchase Intention.
Abstrak. Penelitian ini berfokus pada Kualitas Pelayanan, Electronic Word Of Mouth, dan Niat Beli. Tujuan penelitian ini yaitu untuk mengetahui hubungan antara Kualitas Pelayanan, Electronic Word Of Mouth, terhadap Niat Beli pada Kedai Kopi Memoar. Penelitian ini termasuk penelitian deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif. Metode penelitian yang digunakan ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Teknik pengambilan sampel yang digunakan ialah purposive sampling. Populasi pada penelitian ini ialah Pelanggan yang pernah melakukan pembelian pada Kedai Kopi Memoar. Sampel yang digunakan dalam penelitian ini berjumlah 100 responden. Analisis data pada penelitian ini ialah analisis deskriptif menggunakan analisis regresi linear berganda serta pengujian hipotesis menggunakan analisis Uji T dan Uji F. Hasil penelitian ini menunjukan Kualitas Pelayanan secara parsial berpengaruh positif dan signifikan terhadap Niat Beli. Electronic Word Of Mouth secara parsial berpengaruh positif dan signifikan terhadap Niat Beli. Kualitas Pelayanan dan Electronic Word Of Mouth secara simultan berpengaruh positif dan signifikan terhadap Niat Beli.
References
Alshurideh, M.T. (2022). Does electronic customer relationship management (E-CRM) affect service quality at private hospitals in Jordan?. Uncertain Supply Chain Management, 10, 325–332.
Arisinta, N., & Ulum, I. (2023). The relationship between service quality, word of mouth, and purchase decisions. Journal of Marketing and Consumer Behavior, 29(1), 99-115.
Badan Pusat Statistik Provinsi Jawa Barat. (2024). Statistik daerah provinsi jawa barat 2024.Bandung: BPS Provinsi Jawa Barat.
Badan Pusat Statistik. (2023). Statistik Indonesia 2023.
Badan Pusat Statistik Kabupaten Bandung. (2024). Jumlah Rumah Makan/Restoran Menurut Kecamatan di Kabupaten Bandung, 2023.
CNBC Indonesia. (2024). Nasib Kopi Indonesia: Primadona Dunia yang Tengah Terancam.
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research.
Ismagilova, E., Melewar, T. C., & Lim, C. (2019). Electronic word of mouth (E-WOM) and its role in consumer decision making. Journal of Marketing Theory and Practice, 27(1), 47-63.
Kementerian Koordinator Bidang Perekonomian Republik Indonesia (2023). Dorong UMKM Naik Kelas dan Go Export, Pemerintah Siapkan Ekosistem Pembiayaan yang Terintegrasi.
Leong, CM., Loi, A.MW. & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal Market Anal (10), 145–157.
Maharani, N., Helmi, A., Mulyana, A., & Hasan, M. (2020). In-store promotion and customer value on private label product purchase intention. Innovative Marketing, 16(4), 104–116.
Maharsi, Y., Ananta, R., & Rizal, A. (2021). The impact of service quality on consumer purchase intention: A comparative study. Journal of Consumer Behavior.
Prahiawan, W., Setiawan, R., & Sugiharto, A. (2021). Effect of electronic word of mouth on consumer purchase intention: An empirical analysis. Journal of Digital Marketing.
Qalati, S. A., Sadiq, M., & Afsar, B. (2021). The effect of quality standards on consumer purchase intentions. Journal of Business Research, 135, 180-189.
Rani, A., Toni, M., & Shivaprasad, H.N. (2022). Examining the effect of electronic word of mouth (ewom) communication on purchase intention: a quantitative. Journal of Content, Community & Communication.
Sohaib, M., Iqbal, N., & Khan, M. (2019). Impact of electronic word of mouth on consumer purchase decisions. Journal of Business Research, 98, 24-32.
Uzir et al. (2021). The Effects of Service Quality, Perceived Value and Trust in Home Delivery Service Personnel on Customer Satisfaction: Evidence from A Developing Country. Journal of Retailing and Consumer Services, 63.
Watanabe, E.A.d.M., Torres, C.V. and Alfinito, S. (2019), "The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets". British Food Journal, 26, 256-273.
Wei, Y. (2021). Perceived Kualitas Pelayanan and its influence on customer purchase intentions. Journal of Marketing Insights, 15(1), 112-124.
Zeithaml, V. A., Bitner, M. J., Wilson, Alan & Gremler, D. D. (2020). Services Marketing: Integrating Customer Service Across the Firm (4e). McGraw-Hill.
Zhang, L., & Qi. (2021). Managing electronic word of mouth for brand building. Journal of Marketing Management, 37(3), 350-365.
