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 (Departemen Manajemen, Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa)
Laura Lahindah (Departeman Manajemen, Sekolah Tinggi Ilmu Ekonomi Harapan Bangsa)

Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Vol. 24 No. 2 (2020): Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan

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.