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16 January 2023
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27 January 2023
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27 January 2023
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Abstract

Penelitian ini bertujuan untuk menjelaskan pengaruh kualitas makanan, keadilan harga dan persepsi nilai terhadap tujuan WOM melalui mediasi kepuasan. Perkembangan industri rumah makan dan rumah makan saat ini menuntut manusia untuk selalu dinamis, dalam arti selalu mengikuti perubahan yang terjadi. Hal ini memicu peningkatan tajam persaingan antar industri restoran dan antar restoran. Sampel yang digunakan dalam penelitian ini adalah 190 responden yang tersebar di seluruh wilayah Indonesia. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Teknik analisis yang digunakan adalah analisis SEM dan diolah dengan aplikasi AMOS versi 24. Hasil penelitian menunjukkan bahwa terdapat pengaruh kualitas makanan, keadilan harga, persepsi nilai, dan niat word of mouth melalui mediasi kepuasan.

Keywords

kualitas makanan keadilan harga persepsi nilai niat word of mouth kepuasan

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Pamungkas, M. R., & Roostika, R. (2023). Pengaruh Kualitas Makanan, Keadilan Harga dan Persepsi Nilai terhadap Tujuan WOM melalui Mediasi Kepuasan. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(6), 227–239. Retrieved from https://journal.uii.ac.id/selma/article/view/27257
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