Abstract
Food is an important thing becuase is a basic human need. Richeese Factory is a fast food restaurant from Indonesia with a menu of spicy fried chicken with cheese sauce which is a subsidiary of Kaldu Sari Nabati. This study aims to explain the role of brand image in mediating the influence of electronic word of mouth on the purchase intention of Recheese Factory products in Denpasar. Data collection in this study using questionnaires. The number of samples is 100 respondents and using non-probability sampling technique. The analysis technique used in this research is path analysis technique Based on the results of the analysis found that electronic word of mouth has a positive and significant effect on purchasing intentions. Brand image has a positive and significant influence on buying intentions. Brand positive and significant image mediates the influence between electronic word of mouth on buying intentions. Suggestions that can be given based on the results of research is Richeese Factory should further increase innovation and open more branches so that will provide more positive dampat or benefits for consumers to better know the products owned Richeese Factory.
Highlights
Food is an important thing becuase is a basic human need
This study aims to explain the role of brand image in mediating the influence of electronic word of mouth on the purchase intention of Recheese Factory products in Denpasar
The analysis technique used in this research is path analysis technique Based on the results of the analysis found that electronic word of mouth has a positive and significant effect on purchasing intentions
Summary
PT Richeese Kuliner Indonesia, anak usaha Kaldu Sari Nabati. Richeese Factory membuka gerai pertamanya di pusat perbelanjaan Paris Van Java, Bandung, pada 8. Hingga bulan Agustus 2016, restoran ini memiliki 50 gerai yang tersebar di wilayah Jabodetabek, Bandung, Sumedang, Garut, Cirebon, Tegal, Semarang, Surabaya , Malang, dan Denpasar. Denpasar memiliki peluang bagi usaha–usaha di bidang kuliner yang akan tumbuh pesat dan bervariasi. Untuk mengetahui tempat makanan cepat saji yang digemari oleh masyarakat Kota Denpasar, telah dilakukan studi pendahuluan dengan survei kuesioner kepada masyarakat Kota Denpasar. Jumlah sampel yang diambil sebanyak 30 responden dari masyarakat Kota Denpasar pada Tabel 1
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