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All Journal JRB-Jurnal Riset Bisnis SULUH: Jurnal Abdimas JIMP: Jurnal Ilmiah Manajemen Pancasila
Dewi Kurniawati
Fakultas Ekonomi Dan Bisnis Universitas Pancasila
Economics, Econometrics & Finance Education Library & Information Science Other

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PENGARUH KUALITAS PELAYANAN DAN WORD OF MOUTH (WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA KULINER SOTO BETAWI GLOBE H. OJI DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING Dea Nadiya; Dewi Kurniawati
Jurnal Riset Bisnis Vol. 9 No. 1 (2025): Oktober
Publisher : Fakultas Ekonomi dan Bisnis Universitas Pancasila Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35814/jhhy8a10

Abstract

This study aims to analyze the influence of service quality and Word of Mouth (WOM) communication on purchasing decisions, with customer satisfaction as an intervening variable. The research was conducted on 100 consumers of Soto Betawi Globe H. Oji in Central Jakarta, using a quantitative approach and a survey method through Google Forms. Data were analyzed using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) approach via the SmartPLS 4 application. The results show that service quality and WOM have a positive and significant impact on customer satisfaction and purchasing decisions, and customer satisfaction is proven to mediate the influence of both variables. These findings recommend that culinary businesses focus on improving service quality and encouraging positive WOM to enhance customer satisfaction and loyalty.  
Co-Authors Ameilia Damayanti Ari Ahmad Sahril Chaerani Nisa, Chaerani Christyn Angel Aritonang Dea Nadiya Fatima Tuzzahra Alkaf Harimurti Wulandjani Harimurti Wulandjani Irfan Nurhidayat Isla Rio Laili Savitri Noor M. Nuruddin Subhan Muhammad Nofal Defano Munira, Mira Nur Latifa Ramadhani Rina Eka Pertiwi Roy Prakoso SALIS MUSTA ANI Setiarini, Setiarini Shofana Sekar Humairoh Sri Widyastuti Supriadi Thalib Tia Ichwani TRI ASTUTI