Pengaruh E-WOM, Brand Image, dan Perceived Quality terhadap Purchase Intention AGS di GoFood Jakarta

Nadiah Meisaarah Ismady (Universitas Tarumanagara)
Sanny Ekawati (Universitas Tarumanagara)

Jurnal Manajerial Dan Kewirausahaan
Vol. 8 No. 3 (2026): Jurnal Manajerial dan Kewirausahaan

Penelitian ini bertujuan untuk menganalisis pengaruh e-WOM, Brand Image, dan Perceived Quality terhadap Purchase Intention AGS / Ayam Goreng Sulawesi dalam aplikasi GoFood di DKI Jakarta. Penelitian ini di latar belakangi oleh penurunan pelanggan Ayam Goreng Sulawesi dalam aplikasi GoFood, yang di duga dipengaruhi oleh perubahan penilaian konsumen terhadap restoran Ayam Goreng Sulawesi dalam aplikasi tersebut. Penelitian ini didasarkan pada Theory of Planned Behaviour (TPB) yang menilai variabel e-WOM, Brand Image, Perceived Quality dan Purchase Intention. Data dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa e-WOM dan brand image memiliki pengaruh positif tidak signifikan terhadap Purchase Intention. Sedangkan perceived quality memiliki pengaruh positif signifikan terhadap purchase intention. Penelitian ini diharapkan dapat memberi pengetahuan bagi pengelola restoran Ayam Goreng Sulawesi cara untuk meningkatkan niat beli Ayam Goreng Sulawesi dalam aplikasi GoFood. Selain itu, penelitian ini dapat memberikan kontribusi teoritis maupun praktis dan menjadi acuan bagi studi serupa di masa depan. This study aims to analyze the influence of e-WOM, brand image, and perceived quality on the purchase intention of AGS / Ayam Goreng Sulawesi in the GoFood application in DKI Jakarta. The research is motivated by a decline in customers of Ayam Goreng Sulawesi on the GoFood platform, which is suspected to be influenced by changes in consumer evaluations of the restaurant within the application. This study is grounded in the Theory of Planned Behavior (TPB), which underpins the variables of e-WOM, Brand Image, Perceived Quality, and Purchase Intention. Data were analyzed using Structural Equation Modeling (SEM). The results indicate that e-WOM and Brand Image have a positive but not significant effect on Purchase Intention, while Perceived Quality shows a positive and significant effect on Purchase Intention. The implications of this study are expected to provide insights for Ayam Goreng Sulawesi restaurant on how to improve purchase intention on the GoFood application. In addition, this study contributes both theoretically and practically and can serve as a reference for similar research in the future.