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All Journal Jurnal Bisnis Kompetitif
Rr Meiyaqi Cesya Navazka
sekolah tinggi ilmu ekonomi tuah negeri
Social Sciences

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OPTIMALISASI ELECTRONIC WORD OF MOUTH DAN CITRA MEREK UNTUK MENINGKATKAN KEPUTUSAN PEMBELIAN PADA UMKM SEAFOOD 25 RESTORAN DUMAI Nasrullah Nasrullah; Tiara Yuriska; Rr Meiyaqi Cesya Navazka
Jurnal Ekonomi Bisnis Kompetif Vol 5 No 1 (2026): JURNAL BISNIS KOMPETIF (JBK) 2026
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/bisniskompetif.v5i1.2874

Abstract

This study aims to analyze the influence of electronic word of mouth (e-WOM) and brand image on consumer purchasing decisions at Seafood 25 Restaurant Dumai. A quantitative approach with an explanatory research design was applied to 100 respondents selected through the Slovin formula using purposive and accidental sampling. Data were collected via a five-point Likert scale questionnaire and analyzed using multiple linear regression. Results show that: (1) e-WOM has a positive and significant partial effect on purchasing decisions (β = 0.213; sig = 0.048); (2) brand image has a positive and significant partial effect on purchasing decisions (β = 0.368; sig = 0.005); and (3) simultaneously, both variables significantly influence purchasing decisions (F = 6.979; sig = 0.001) contributing 10.8%. These findings confirm the strategic importance of proactive e-WOM management and brand image strengthening for seafood culinary SMEs.
Co-Authors Nasrullah Nasrullah Tiara Yuriska