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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Golden Ratio of Mapping Idea and Literature Format
Noni Rahma Kartika
Universitas Asahan
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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PENGARUH KUALITAS LAYANAN, E - WOM, DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORATIVE CO Noni Rahma Kartika; Tengku Syarifah
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 2 (2026): April 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i2.6338

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of Kualitas layanan, E-WOM, and Customer Experience on consumer satisfaction. The sample consisted of 96 respondents. The data analysis technique used multiple linear regression. The regression results produced the equation: Y = 1,901 + 0,315X1 + 0,561X2 + 0,407X3. The F-test result shows an Fcount (33.997) > Ftable (2.70), indicating that kualitas layanan, E-WOM, and customer experience simultaneously have a significant effect on consumer satisfaction. The t-test results show that, partially, kualitas layanan has a positive effect on consumer satisfaction because tcount (2.145) > ttable (1.986), E-WOM has a positive effect on consumer satisfaction because tcount (6.240) > ttable (1.986), and customer experience also has a positive effect on consumer satisfaction because tcount (3.386) > ttable (1.986). The R² test result shows an Adjusted R Square value of 0.515, meaning that the independent variables consisting of kualitas layanan, E-WOM, and customer experience are able to explain consumer satisfaction by 51,5%, while the remaining 48,5% is explained by other variables not included in this study. Keywords: kualitas layanan, E-WOM, customer experience, consumer satisfaction   Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial kualitas layanan, E-WOM dan customer experience terhadap keputusan pembelian konsumen. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 1,901 + 0,315X1 + 0,561X2 + 0,407X3. Uji-F menghasilkan nilai Fhitung (33,997) > Ftabel (2,70), artinya kualitas layanan, E-WOM dan customer experience berpengaruh secara simultan terhadap keputusan pembelian. Hasil uji-t, secara parsial kualitas layanan berpengaruh positif terhadap keputusan pembelian karena thitung (2,145) > ttabel (1,986), E-WOM berpengaruh positif terhadap keputusan pembelian karena thitung (6,240) > ttabel (1,986), customer experience berpengaruh positif terhadap keputusan pembelian karena thitung (3,386) > ttabell (1,986). Hasil uji-R2, nilai Adjusted R Square yaitu 0,515, artinya variabel bebas yang terdiri dari kualitas layanan, E-WOM, dan customer experience mampu menjelaskan keputusan pembelian sebesar 51,5%, sedangkan sisanya 48,5% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci: kualitas layanan, E-WOM, customer experience, keputusan pembelian
The Influence of Labor and Raw Material Volume on Tofu Production in Micro-Enterprises in Sidodadi Village Erika Fadilah; D. Dailami; Indah Maya; Noni Rahma Kartika; Della Ayu Yolanda; Khoiriza Salsabila Sirait; Cici Ayu Aprida
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1479

Abstract

Micro-enterprises engaged in tofu production in Sidodadi Village, Asahan Regency, play an important role in supporting the local economy. However, these enterprises often encounter challenges in optimizing key production factors, particularly the availability of labor and raw materials. The core issue of this study is to determine how far these two factors influence the level of tofu production. This research aims to analyze the effect of the number of workers and the volume of raw materials on tofu production among micro-enterprises in the region. A quantitative method with multiple linear regression analysis was applied, supported by data collection through observation, interviews, and questionnaires distributed to business actors and workers. The results revealed that both labor and raw materials have a significant partial and simultaneous effect on tofu production volume. The F test confirmed the model’s feasibility (F = 69.238, Sig. = 0.000), while the t test showed that each independent variable significantly affected production (Sig. < 0.05). The Adjusted R² of 0.064 indicates that 6.4% of the variation in tofu production can be explained by the two variables. These findings imply that improving labor efficiency and managing raw material availability are essential strategies for enhancing productivity and strengthening the economic empowerment of micro-enterprises in Sidodadi Village.
Co-Authors Cici Ayu Aprida D. Dailami Della Ayu Yolanda Erika Fadilah Indah Maya Khoiriza Salsabila Sirait TENGKU SYARIFAH