The Impact of Electronic Word Of Mouth (E-WOM) On Purchase Decision
Rizki Akmal Fadhil 1 *, Ratih Hurriyati 2 , Hilda Monoarfa 3

Universitas Pendidikan Indonesia

Abstract

The high performance in the food industry sector and the massive use of technology to market products is inversely proportional to Warunk Upnormal which has closed many outlets, so this study aims to analyze the effect of Electronic Word of Mouth on Purchase decisions at Warunk Upnormal Riau, Bandung City. The research data was obtained from distributing questionnaires to visitors to Warunk Upnormal Riau Bandung City online using the Google form. Determination of the sample based on the theoretical criteria suggested, obtained a sample of 50 respondents. The results of the reliability validity test, the normality test and the linearity test support continuing this research. Data processing uses the SPSS application using a simple linear regression analysis technique. The results of this study state that Electronic Word of Mouth has a significant influence on the Purchase Decision of visitors to Warunk Upnormal Riau Bandung City .

Keywords: EWOMS- Purchase Decisions- Google Reviews

Topic: Marketing Management, Relationship Marketing, Service Marketing