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All Journal Jurnal Ilmiah Edunomika (JIE)
Irra Chrisyanti Dewi
Fakultas Kuliner, Teknologi Pangan, dan Pariwisata, Universitas Ciputra Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH WORD OF MOUTH, MEDIA SOSIAL DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN DI DAPOER MBOK SUM KEDIRI Amalia Qatrunnada Al Faranandi; Irra Chrisyanti Dewi
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19621

Abstract

Dapoer Mbok Sum Kediri is the target of this research, which intends to investigate how customers' perceptions of quality, social media, and word of mouth impact their purchasing choices. We used a quantitative approach and surveyed 178 people using a purposive sample method to compile our results. Using SmartPLS 4.0 software, the Partial Least Square-Structural Equation Modeling (PLS-SEM) approach was used to analyze the data collected from a Likert-scale questionnaire that served as the study instrument. All three independent variables—perceived quality, word of mouth, and social media—had a favorable and statistically significant impact on consumers' final purchasing choices. The fact that both the t-statistic and the p-value are more than the crucial threshold and less than the significance level proves this. A t-statistic of 7.546 indicates that, among the factors, perceived quality has the greatest impact. In addition, the R-squared value indicates that the study model well explains the observed variance in consumers' purchasing choices. This research lends credence to the idea that human interaction and the use of social media as a means of disseminating information play a significant role in shaping consumers' perceptions of the quality of products and services on offer. Consequently, it is recommended that business practitioners keep the quality of their products and services constant while maximizing the effectiveness of their marketing efforts via the use of digital platforms and suggestions. This will increase customer interest and ultimately, purchase choices.
PENGARUH PENGGUNAAN INFLUENCER, STRATEGI PEMASARAN MELALUI MEDIA SOSIAL, SERTA INOVASI PRODUK TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK KULINER DI PENDOPO ASRI TRAWAS MOJOKERTO Ivana Hilary Darmawan; Irra Chrisyanti Dewi
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19713

Abstract

The aim of this study to analyse how Pendopo Asri Trawas's use of social media marketing, product innovation, and influencer marketing influences customers' final purchasing decision. In order to get at quantitative data, this study used a survey methodology and sent out questionnaires to 199 people who had bought something before. The data were analyzed using PLS-SEM, which stands for Partial Least Squares Structural Equation Modeling. Based on the findings, influencer marketing (β = 0.348; t = 5.166; p = 0.000) and social media marketing (β = 0.492; t = 7.787; p = 0.000) both have a favorable and substantial impact on purchase choices. Purchasing choices are unaffected by product innovation (β = 0.101; t = 1.419; p = 0.156). The R² value of 0.804 indicates that product innovation, social media marketing, and influencer marketing explain 80.4% of the factors influencing consumer choice. According to these results, digital marketing tactics have a greater impact on consumers' purchase choices in the modern day than does product innovation. Therefore, culinary business practitioners are encouraged to optimize social media marketing and collaborate with influencers to enhance consumer purchasing decisions.
DAMPAK WORD OF MOUTH, MEDIA SOSIAL, DAN PERSEPSI KUALITAS LAYANAN TERHADAP CUSTOMER SATIFACTION DI RESTORAN AYAM BAKAR POJOK KANWA Anniza Rochzana; Jessica Abigail; Irra Chrisyanti Dewi
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19781

Abstract

This research intends to examine the effect of word of mouth (WOM), social media, and perceived service quality on customer satisfaction at Ayam Bakar Pojok Kanwa Restaurant. The study is based on the increasingly competitive food and beverage industry, which requires restaurants to combine effective communication strategies with satisfying service experiences. This study adopted a quantitative research design by collecting data through questionnaires administered to 226 respondents who had previously visited the restaurant. Multiple linear regression was employed to analyze the data. The findings indicate that word of mouth as well as perceived service quality demonstrate a significant impact on customer satisfaction, while social media does not have a significant effect. Collectively, all three variables influence customer satisfaction, with an R² value of 40.4%. Among the independent variables, perceived service quality is the dominant factor. These results indicate that improving service quality and promoting positive customer recommendations are essential strategies for enhancing customer satisfaction as well as strengthening customer loyalty within the restaurant sector. Keywords: WoM, social media, perceived service quality, customer satisfaction.
Co-Authors Amalia Qatrunnada Al Faranandi Anniza Rochzana Ivana Hilary Darmawan Jessica Abigail