Pengaruh Kualitas Produk, Kualitas Layanan Dan Wom Terhadap  Keputusan Pembelian Konsumen Restoran  Mie Ayam Ny Wong, Jakarta

Tirto Hadi; Fathorrahman; Theresia  Pradiani

doi:10.59086/jeb.v2i1.232

Authors

Tirto Hadi Institut Teknologi dan Bisnis Asia
Fathorrahman Institut Teknologi & Bisnis Asia
Theresia Pradiani Institut Teknologi & Bisnis Asia

DOI:

https://doi.org/10.59086/jeb.v2i1.232

Keywords:

Product Quality, Service Quality, Word of Mouth, Purhase Decision

Abstract

A lot of facts and data are mentioned about how significantly culinary business affect Indonesia. It is not simply the business related with human basic needs, more that culinerarypreneurficantly in term of economic. Among those culinerarypreneur, there is a humble restaurant, named Mie Ayam Ny Wong, in Gandaria, Kebayoran Baru, South Jakarta. Something that makes the restaurant unique is that, in term of size, it is very small; they use the veranda and garage as a dining area; they run the business conventionally without marketing activity. But the strange is, the restaurant is always full. This objective of the research is to analyze the effect of product quality, service quality, word of mouth on the purchase decision. The subject of the study are all the consumers of the restaurant with purposive sampling size of 100 respondent who ordered chicken noodle and have dinning on site. The research is analysed by multiple linear regression The result of the study shows that the product qulaity has no effect on purchase decision. The other around, service quality and word of mouth has positive and significant effect to the purchase decision. In addition, product quality, service quality and word of mouth simultaniously give effect on purchase decision.

References

Agmasari, S. (2021, August 11). Sektor Kuliner Penyumbang Terbesar PDB Ekonomi Kreatif Indonesia Artikel ini telah tayang di Kompas.com dengan judul “Sektor Kuliner Penyumbang Terbesar PDB Ekonomi Kreatif Indonesia.” https://Www.Kompas.Com/Food/Read/2021/08/11/210300375/Sektor-Kuliner-Penyumbang-Terbesar-Pdb-Ekonomi-Kreatif-Indonesia?Page=all. https://www.kompas.com/food/read/2021/08/11/210300375/sektor-kuliner-penyumbang-terbesar-pdb-ekonomi-kreatif-indonesia?page=all

Anggraeni, A. R., & Soliha, E. (2020). Kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian (Studi pada konsumen Kopi Lain Hati Lamper Kota Semarang). Al Tijarah, 6(3). https://doi.org/10.21111/tijarah.v6i3.5612

Annur, C. M. (2020). Pesan Makanan Online Jadi Pengeluaran Terbanyak Konsumen saat Pandemi. Databoks.Katadata.Co. Id, September.

Arianto, N., & Octavia, B. D. A. (2021). Pengaruh Kualitas Pelayanan dan Distribusi terhadap Keputusan Pembelian. Jurnal Disrupsi Bisnis, 4(2), 98. https://doi.org/10.32493/drb.v4i2.9867

Atmaja, D. P., & Adiwinata, M. F. (2013). Kualitas Layanan vs Keputusan Pembelian Kopitiam Oey. Jurnal Hospitality Dan Manajemen Jasa, 1(2).

Bennion, M., & Scheule, B. (2004). Introductory Foods (12th ed.). Pearson Education International.

Boediono, M., Christian, S., & Mustikasari Immanuel, D. (2018). Pengaruh Kualitas Produk dan Kualitas Layanan terhadap Keputusan Pembelian Konsumen Sealantwax. In PERFORMA: Jurnal Manajemen dan Start-Up Bisnis (Vol. 3, Issue 1).

Bramantoro, T. (2010, June 10). Konsumen Lebih Percaya Rekomendasi Teman daripada Iklan. Https://Www.Tribunnews.Com/Bisnis/2010/06/10/Konsumen-Lebih-Percaya-Rekomendasi-Teman-Daripada-Iklan.

Citra, N., Soraya, T., & Marlena, N. (2020). Pengaruh Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Bakso Boedjangan di Surabaya. Jurnal Penelitian Ilmu Manajemen (JPIM), 5(3), 229–245. https://jurnalekonomi.unisla.ac.id/index.php/jpim

Cooper, D. R., & Emory, C. W. (1997). Metode Penelitian Bisnis. Erlangga

Dani Iskandar & Muhammad Irfan Bahari Nasution. (2021). Analisis Pengaruh Kepercayaan, Keamanan dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Online Shop Lazada.Proseding Seminar Nasional Kewirausahaan, 1 (1), hlm 128-137

Ernawati, D. (2019). Pengaruh Kualitas Produik, Inovasi Produk, dan Promosi terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1). https://doi.org/10.20527/jwm.v7i1.173

Fetrizen, N. A. (2019). Analisis Pengaruh Kualitas Produk, Harga, Promosi terhadap Keputusan Pembelian Air Minum dalam Kemasan (AMDK) Merek Aicos Produksi PT. Bumi Sarimas Indonesia. OSF Preprints, 11 Mar. 2019. https://osf.io/w6dt5/

Kotler, P., & Amstrong, G. (2008). Prinsip-prinsip Pemasaran (12th ed.). Erlangga.

Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Prentice Hall.

Kurniasih, D., & Elizabeth, E. (2021). Pengaruh Kualitas Pelayanan, Citra Merek dan Getok Tular terhadap Keputusan Pembelian Jasa. Reviu Akuntansi, Manajemen, Dan Bisnis, 1(1), 1–8. https://doi.org/10.35912/rambis.v1i1.400

Kusumah, E. P., Hurriyati, R., & Dirgantari, P. D. (2019). Atribut Pemilihan Kualitas Restoran: Citra Merek dan Harga. In International Journal of Contemporary Hospitality Management (Vol. 31, Issue 3). http://jurnal.unmer.ac.id/index.php/jbm

Laksana, F. (2008). Manajemen Pemasaran Pendekatan Praktis. Graha Ilmu.

Parasuraman, a, Zeithaml, V. a, & Berry, L. L. (1988). SERQUAL: A Multiple-Item scale for Measuring Consumer Perceptions of Service Quality. In Journal of Retailing (Vol. 64). https://doi.org/10.1016/S0148-2963(99)00084-3

Pilipus, R. R., Fikry Aransyah, M., & Bharata, W. (2021). Pengaruh WOM (Word of Mouth), Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Minuman Thai Tea pada Dum Dum Thai Drinks, Samarinda. JAMBURA, 4(1).

Rosen, E. (2000). Kiat Pemasaran dari Mulut ke Mulut (terjemahan). PT. Elex Media Komputindo.

Saputra, G. W., & Ardani, I. G. A. K. S. (2020). Pengaruh Digital Marketing, Word of Mouth, dan Kualitas Pelayanan terhadapa Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 9(7), 2596. https://doi.org/10.24843/ejmunud.2020.v09.i07.p07

Schiffman, L., & Kanuk, L. L. (2007). Perilaku Konsumen (Terjemahan) (7th ed.). PT. Indeks.