Pengaruh E-WoM, Perceived Quality dan Customer Satisfaction terhadap Repurchase Intention Warkop Agam Palembang
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Abstract
Penelitian ini bertujuan untuk meneliti electronic word of mouth (e-WOM), persepsi kualitas, dan kepuasan pelanggan terhadap niat pembelian ulang di Warkop AGAM Palembang. Metode penelitian kuantitatif digunakan dengan pengumpulan data melalui kuesioner yang disebar kepada pelanggan Warkop AGAM. Analisis data dilakukan menggunakan regresi linier berganda. Hasil penelitian diharapkan dapat memberikan konstribusi bagi pemahaman mengenai faktor-faktor yang mempengaruhi niat pembelian ulang pada bisnis kuliner, khususnya warkop.
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