ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH PADA PEMASARAN RESTORAN POTATO HEAD GARAGE JAKARTA

AKHARI RADITYA, Iin Mayasari, Dr., M.M., MSi

2015 | Tesis | S2 Manajemen

Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth dalam membantu pemasaran sebuah restoran khususnya Potato Head Garage Jakarta. Ada faktor yang memengaruhi motivasi konsumen untuk menyebarkan e-WOM positif yaitu food quality, service quality, atmosphere, price fairness, dan location. Elemen-elemen di atas merupakan subjek dalam penelitian ini. Penelitian ini menganalisis pengaruh elemen-elemen di atas dalam memengaruhi konsumen untuk menyebarkan e-WOM. Penelitian ini dilakukan terhadap 100 responden yang berdomisili di DKI Jakarta, dan pernah mengunjungi restoran Potato Head Garage minimal dua kali. Pemilihan responden dilakukan dengan cara purposive sampling. Pengolahan data dilakukan dengan metode analisis regresi linear. Hasil penelitian ini menunjukkan bahwa variabel yang berpengaruh terhadap motivasi konsumen Potato Head Garage Jakarta untuk menyebarkan e-WOM positif adalah food quality, atmosphere, price fairness, dan location. Keempat aspek tersebut memotivasi konsumen untuk menyebarkan e-WOM positif yang menjadikan Potato Head Garage Jakarta berkembang dan terkenal hingga sekarang ini

This study aims to determine the effect of electronic word of mouth marketing in helping a particular restaurant Garage Potato Head Jakarta. There are many factors that influence consumer motivation to spread namely positive e-WOM food quality, service quality, atmosphere, price fairness, and location. The elements above are the subjects in this study, and this study measures how far above elements in influencing consumers to deploy electronic word of mouth. This study was conducted on 100 respondents who were domiciled in Jakarta, and had visited the restaurant Potato Head Garage at least twice. The selection of respondents was done by purposive sampling. Data processing was conducted using linear regression analysis. The results of this study showed that the variables that influenced consumer motivation Garage Potato Head Jakarta to spread positive electronic word of mouth were the food quality, atmosphere, price fairness, and location. The four aspects that motivated consumers to spread positive electronic word of mouth made Potato Head Jakarta Garage growing up and famous until now.

Kata Kunci : Restaurant experience, electronic word of mouth, food quality, price, location, service quality, atmosphere, restaurant.