The effect of eWOM and e-service quality on purchase intention at Artic.house restaurant

Abstract

This study aims to determine the effect of eWOM and e-service quality on purchase intentions at Arctic House restaurant. Quantitative data is formulated through the SPSS application. This study uses more than two variables, so this study uses multiple correlation analysis using the partial hypothesis test T, F test, and determination test. The population in this study are people who meet the same criteria in the study. This study took a sample of 97 people. This study found that eWOM and e-service quality have a positive effect on purchase intention at Arctic.House Restaurant. This implies that higher service quality and positive reviews from previous customers increase the likelihood that consumers will buy a restaurant’s products or services. The results of hypothesis testing show that the independent variables together have an influence of 88.9% on Purchase Intention at Arctic.House Restaurant, this shows that there is a significant influence of the independent variables on the dependent variable.