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All Journal Ilomata International Journal of Management Jurnal Manajemen Studi Akuntansi, Keuangan, dan Manajemen
Masrina Gultom
Universitas Asa Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Consumer Journey from Purchase Decision to Word of Mouth at Esperto Cafe Revalino Tigor Hasudungan; Rusman Efendi Sihombing; Wulandari Asri; Masrina Gultom
MAMEN: Jurnal Manajemen Vol. 5 No. 3 (2026): Juli 2026
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/mamen.v5i3.8941

Abstract

This study examines the influence of product quality on word of mouth (WOM) through the mediating roles of purchase decision and customer satisfaction at Esperto Cafe, Jakarta. Drawing on Watson’s Stimulus-Response (S-R) Theory and the Customer Satisfaction Model, this study employs a quantitative approach. Data were collected in December 2025 from 150 customers selected through purposive sampling and analyzed using SmartPLS 3. The findings indicate that product quality has a positive and significant effect on purchase decision, customer satisfaction, and WOM. Product quality also indirectly influences WOM through purchase decision, which emerges as the strongest mediating mechanism. However, customer satisfaction does not significantly affect WOM and fails to mediate the relationship between product quality and WOM. These findings suggest that, in the context of Jakarta’s urban specialty cafes, consumers’ recommendation behavior is driven more by actual purchasing experiences and repeated transactional behavior than by post-consumption satisfaction alone. The study contributes to the consumer behavior literature by extending Watson’s S-R Theory through a dual-mediation framework that simultaneously compares purchase decision and customer satisfaction as alternative pathways linking product quality to WOM. Managerially, the findings highlight the importance of maintaining consistent product quality and strengthening factors that encourage purchase decisions to stimulate positive consumer recommendations.
Consumer Loyalty: Influence of Servicescape, Service Quality, and Lifestyle through Consumer Satisfaction Revalino Tigor Hasudungan; Jamaludin Khalid; Masrina Gultom
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 3 (2026): January
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i3.4522

Abstract

Purpose: This research analyses Consumer Loyalty Influenced by Servicecape, Service Quality, and Lifestyle Through Consumer Satisfaction in Koda Bar Jakarta. Methodology: This study involved 92 respondents as samples, with the Accidental Sampling technique used for sampling. We use the Path Analysis method to overcome this problem. This technique allows direct and indirect estimation with the help of the IBM SPSS application. Result: In Stucture 1, Servicescape, Service Quality, and Lifestyle simultaneouly impact Consumer Satisfaction. However, only Service Quality and Lifestyle have a significant partial effect on Consumer Satisfaction, whereas Servicescape does not. In Structure 2, Servicescape, Service Quality, Lifestyle, and Consumer Satisfaction collectively influence Consumer Loyalty. Yet, only Servicescape and Lifestyle significantly affect Consumer Loyalty, while Service Quality and Consumer Satisfaction do not. Additionally, Servicescape, Service Quality, and Lifestyle do not indirectly affect consumer loyalty through consumer satisfaction, as evidenced by the Sobel test results, which show no mediating effect. Conclusion: Service Quality and Lifestyle influence satisfaction, while loyalty is driven by Servicescape and Lifestyle. Satisfaction does not serve as a mediator. These findings highlight the importance of service quality, understanding customer lifestyles, and optimizing the bar’s physical environment. Limitations: This study is limited to one research object only, and has not considered other variables that may also affect consumer loyalty, such as price or promotion. Contribution: This study contributes to the understanding of how factors such as servicescape, service quality, and lifestyle can affect consumer satisfaction and loyalty in the entertainment and hospitality industry, and provides suggestions for entrepreneurs to design better consumer experiences.
How Product Quality Drives Consumers to Speak: A Study on Word of Mouth Masrina Gultom; Wulandari Asri; Elang Pringgading
Ilomata International Journal of Management Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i2.882

Abstract

This study aims to examine how product quality can encourage word of mouth (WOM) through purchase decisions and consumer satisfaction. In the context of increasingly complex business competition, understanding the effect chain from product quality to WOM is essential, especially for micro business actors such as local restaurants. This study uses a quantitative approach with accidental sampling techniques on 120 consumers of Mi Aceh Restaurant in Tebet, South Jakarta. The research instrument is in the form of a Likert scale questionnaire that measures four main variables: product quality, purchase decision, consumer satisfaction, and WOM. Data analysis was carried out using Path Analysis through SmartPLS 3 software. The results of the study show that product quality directly affects purchase decisions, purchase decisions affect consumer satisfaction, and consumer satisfaction affects word of mouth. The indirect influence of product quality affects word of mouth through purchasing decisions and consumer satisfaction. Maintaining and improving product quality is very important because it directly influences purchasing decisions, consumer satisfaction, and encourages positive word of mouth for restaurant businesses. Therefore, business actors need to ensure an easy and pleasant buying experience, as well as provide friendly and responsive services so that consumers feel satisfied and encouraged to recommend products voluntarily. The novelty of this research lies in identifying a serial mediation that links product quality, purchase decision, and consumer satisfaction to the emergence of positive word of mouth. In addition, this study was conducted within the context of traditional culinary micro‑businesses, specifically Mie Aceh, which has received limited academic attention, thereby offering new empirical contributions to the development of marketing strategies based on quality and consumer experience in the local culinary sector.
Co-Authors Elang Pringgading Jamaludin Khalid Revalino Tigor Hasudungan Revalino Tigor Hasudungan Rusman Efendi Sihombing Wulandari Asri