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All Journal Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Laura Lahindah
Departeman Manajemen, Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science

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ANALISIS PENINGKATAN MINAT BELI PADA RESTORAN SE’I SAPI LAMALERA MELALUI VARIABEL ELECTRONIC WORD OF MOUTH DAN CITRA MEREK PADA MAHASISWA INSTITUT TEKNOLOGI HARAPAN BANGSA Rierie Andriani Larastanio; Laura Lahindah
Bina Ekonomi Vol. 24 No. 2 (2020): Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Publisher : Center for Economic Studies Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (327.827 KB) | DOI: 10.26593/be.v24i2.5218.52-63

Abstract

The rapid increase of the culinary business in the city of Bandung has caused culinary businessmen to have a competitive advantage to continue to survive in this business. Every part of this sector is used to allow it. This study aims to determine how many influences of e-WOM on brand image and performance on purchase intention. The object in this study was Se'i Sapi Lamalera. This study was conducted on 307 respondents using a quantitative descriptive approach. Therefore, data analysis is in the form of statistical analysis in the form of SEM-PLS. There is data processing using the Smart-Partial Least Square (Smart-PLS) version 3.0. PLS (Partial Least Square). The results of this study indicate that based on t test, e-WOM and brand image have a positive and significant effect on purchase intention in Se’i Sapi Lamalera and e-WOM has a positive and significant effect on purchase intention in Se'i Sapi Lamalera.
Co-Authors Rierie Andriani Larastanio