Pengaruh e-wom dan brand awareness terhadap purchase intention di restoran Nippon-Kan Jakarta Pusat

Paserela, Natalia and Rahardjo, Chika Yacinta (2023) Pengaruh e-wom dan brand awareness terhadap purchase intention di restoran Nippon-Kan Jakarta Pusat. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Selain menyediakan kamar, hotel juga menyediakan restoran. Salah satu restoran yang berada di Jakarta Pusat, yaitu restoran jepang Nippon-Kan. Memasuki era digital, pemasaran berbasis internet mulai di manfaatkan para pelaku usaha. E-WOM menjadi salah satu strategi pemasaran yang banyak digunakan saat ini. Dengan memanfaatkan internet, infomasi dan ulasan pelanggan mengenai restoran akan tersebar luas di berbagai forum diskusi sehingga E-WOM dapat mempengaruhi niat beli seorang pelanggan. Selain E-WOM, kesadaran merek juga dapat mempengaruhi niat beli pelanggan. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh E-WOM dan kesadaran merek terhadap niat beli di restoran Nippon-Kan. Teori yang dipakai adalah teori pemasaran, teori merek, dan teori perilaku terencana. Metode penelitian yang digunakan adalah pengumpulan data melalui kuesioner kemudian di olah dengan SmartPLS 3.2.9. Hasil penelitian menjelaskan bahwa E-WOM dan kesadaran merek berpengaruh positif dan signifikan terhadap niat beli di restoran jepang Nippon-Kan Jakarta Pusat. Implikasi penelitian ini, yaitu diharapkan hasil penelitian dapat menjadi pertimbangan bagi setiap perusahaan untuk meningkatkan E-WOM dan kesadaran merek yang sudah diterapkan. Bagi masyarakat, penelitian ini diharapkan dapat memberikan informasi dan pengetahuan mengenai E-WOM, kesadaran merek, dan niat beli konsumen. Bagi akademis, penelitian ini diharapkan dapat memberikan referensi baru dan tambahan untuk penelitian selanjutnya. Kata Kunci: E-WOM, Kesadaran Merek, Niat Beli / Apart from providing rooms, the hotel also provides a restaurant. One of the restaurants located in Central Jakarta, namely Japanese restaurant Nippon-Kan. Entering the digital era, internet- based marketing is starting to be utilized by business actors. E-WOM is one of the most widely used marketing strategies today. By utilizing the internet, customer information and reviews about restaurants will be widely disseminated in various discussion forums so that E-WOM can influence a customer's purchase intention. In addition to E-WOM, brand awareness can also affect customer purchase intentions. This study aims to examine and analyze the effect of E- WOM and brand awareness on purchase intentions at Nippon-Kan restaurants. The theories used are marketing theory, brand theory, and planned behavior theory. The research method used was collecting data through a questionnaire and then processing it with SmartPLS 3.2.9. The results of the study explain that E-WOM and brand awareness have a positive and significant effect on purchase intentions at Japanese restaurant Nippon-Kan, Central Jakarta. The implication of this research is that it is expected that the research results can be a consideration for every company to improve E-WOM and brand awareness that has been implemented. For the community, this research is expected to provide information and knowledge about E-WOM, brand awareness, and consumer purchase intentions. For academics, this research is expected to provide new and additional references for further research. Keywords: E-WOM, Brand Awareness, Purchase Intention

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