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All Journal Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi
Siti Maesaroh
Universitas Putra Bangsa
Economics, Econometrics & Finance

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Pengaruh E-Wom, Food Quality, dan Resto Atmosphere Terhadap Keputusan Pembelian di Resto My Tora Chicken Makamhaji: Studi pada Masyarakat di Kabupaten Sukoharjo Siti Maesaroh; Gunarso Wiwoho
Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA) Vol. 5 No. 2 (2023): JIMMBA
Publisher : LP3M Universitas Putra Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32639/jimmba.v5i2.426

Abstract

This study aims to determine the effect of E-WOM, food quality, and restaurant atmosphere on purchasing decisions at My Tora Chicken Makamhaji Resto in Sukoharjo. Collecting data in this study using a questionnaire. Respondents in this study were 110 consumers who had made a purchase at My Tora Chicken Makamhaji Restaurant. This study used descriptive analysis techniques and statistical analysis, including validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t tests, f, and the coefficient of determination using SPSS. The results of this study indicate that E-WOM has an influence but not significant on purchasing decisions, but there is a positive and significant influence between food quality and restaurant atmosphere on purchasing decisions. And there is a positive and significant influence between E-WOM, food quality, and restaurant atmosphere together on purchasing decisions at My Tora Chicken Makamhaji Resto in Sukoharjo.
Co-Authors Gunarso Wiwoho