Analysis the influence of restaurant experiences on Electronic Word-of-Mouth (EWOM): a case study of Abuba Steak Jakarta
This research was conduct to identify the relationships between restaurant experience and the motivation to engage in positive eWOM and to examine which restaurant experiences trigger customers to engage in positive eWOM. The questionnaire was distributed to 115 respondents around Jakarta, with some specific criteria such as: (1) has been eat at Abuba Steak at least 2 years prior and (2) have a social media network. The data method analysis was using multiple regression to analyze the Restaurant Experience on eWOM. The result showed that the overall restaurant experience stated there is influence between consumers? restaurant experience on eWOM at Abuba Steak restaurant. In partial test, only the food quality have significant influence on Helping other company. The study revealed that customers? pleasant experiences with food quality of Abuba Steak Restaurant serve as motivation to spread positive eWOM due to helping Abuba Steak Restaurant. It revealed that the customer so satisfied with the Abuba Steak restaurant experience and want to help the restaurant to be successful. And also the customer opinion, good restaurant such as Abuba Steak Restaurant should be supported by eWOM.
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