Influencer Marketing Word of Mouth and Service Quality in Purchase Decisions at Mamma Mia Renon Restaurant
DOI:
https://doi.org/10.38043/technopreneurbiz.v1i1.6956Keywords:
Purchase Decision, Influencer Marketing, Word of Mouth, Service Quality, Restaurant MarketingAbstract
This study aims to analyze the influence of influencer marketing, word-of-mouth (WOM), and service quality on consumer purchasing decisions at Mamma Mia Renon, an Italian restaurant in Denpasar, Bali. The research was prompted by observed fluctuations in customer visits and a decline in sales growth, highlighting the need for effective marketing and service strategies in a competitive culinary market. A quantitative associative approach was employed. The population consisted of 10,647 consumers of the restaurant. A sample of 100 respondents was selected using Slovin's formula with a 10% margin of error. Data was collected via questionnaires and analyzed using multiple linear regression after passing validity, reliability, and classical assumption tests. The analysis revealed that influencer marketing (X1), word-of-mouth (X2), and service quality (X3) all have a statistically significant and positive effect on purchasing decisions (Y), both simultaneously and partially. The three variables collectively explain 69.6% of the variance in purchasing decisions. Word-of-mouth was found to be the most influential factor (beta = 0.488), followed by influencer marketing (beta = 0.297) and service quality (beta = 0.203). The findings provide empirical guidance for restaurant management, suggesting a focus on fostering positive word-of-mouth and continuing strategic influencer collaborations. While service quality is a significant factor, its lower relative impact indicates an opportunity for review and enhancement to further improve consumer purchase decisions.
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