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All Journal Jurnal Mantik International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Community Engagement and Emergence Journal (CEEJ) Jurnal Riset Bisnis dan Manajemen JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Economos : Jurnal Ekonomi dan Bisnis Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Ida Aryati
Universitas Islam Batik Surakarta
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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Keputusan Pembelian Ditinjau dari Viral Marketing, Kualitas Pelayanan dan Word Of Mouth Pada Resto Pawon Ayu Kartasura Muhammad Fajar Apriyanto; Ida Aryati; Istiatin Istiatin
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 3 (2026): Juni 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i3.6473

Abstract

This study aims to analyze the effect of viral marketing, service quality, and word of mouth on purchasing decisions at Resto Pawon Ayu Kartasura. This study uses a quantitative approach with a survey method. The population in this study is all consumers of Resto Pawon Ayu Kartasura with an unknown number, while the sampling technique uses purposive sampling with a sample size of 100 respondents. Data collection was conducted through the distribution of questionnaires using a Likert scale, then analyzed using instrument testing, classical assumption testing, and multiple linear regression analysis with the help of SPSS version 26. The results of the study indicate that viral marketing has a positive and significant effect on purchasing decisions, service quality has a positive and significant effect on purchasing decisions, and word of mouth has a positive and significant effect on purchasing decisions. Simultaneously, viral marketing, service quality, and word of mouth have a significant effect on purchasing decisions at Resto Pawon Ayu Kartasura. The coefficient of determination results show that purchasing decisions are influenced by the variables of viral marketing, service quality, and word of mouth, while the rest are influenced by other variables outside this study. This study is expected to serve as a consideration for the management of Resto Pawon Ayu Kartasura in formulating more effective marketing strategies through the optimization of viral content, improvement of service quality, and strengthening of positive recommendations from consumers in order to increase purchasing decisions.
Co-Authors Bambang Mursito Denhas Fransasena Devi Nurya Yuliyanti Diva Novitasari Dwi Henri Wijiatmoko Eni Nuryati Ibnu Suryo Istiatin Istiatin Istiqomah Istiqomah Melani Tri Ramadhani Muhammad Fajar Apriyanto Nova Susanti Putri Ayu Adika Raisa Aribatul Hamidah Ratna Damayanti Rizal Malik Sarsono Sarsono Sarsono Siti Maryam Sudarwati Supawi Pawenang Yogi Ageng Wiratri