Word of Mouth for Consumers: All-You-Can-Eat Japanese Restaurants

IF 0.7 Q4 BUSINESS

International Journal of Business and Society Pub Date : 2022-12-19 DOI:10.33736/ijbs.5197.2022

Eddy Madiono Sutanto, John Cox Cary, Cynthia Ani Purwanto

引用次数: 0

Abstract

This study aimed to examine and analyze the effect of word of mouth on the purchasing decisions of consu-mers of all-you-can-eat Japanese restaurants. The type of research was causal quantitative analysis tested using a linear regression test. The sampling technique was purposive sampling. The samples were 100 all-you-can-eat Japanese res¬tau¬rants con¬sumers in Surabaya, Indonesia. The re¬sults showed that word of mouth had a positive and significant influence on purchasing decisions. It was a new study. Thus, this research could help manage the restaurant bu¬siness, thereby improving the existing marketing perform¬ance.

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消费者的口口相传:日本餐厅的所有你可以吃

本研究旨在检验和分析口碑对消费者在日本自助餐厅购买决策的影响。研究类型为因果定量分析，采用线性回归检验。抽样方法为有目的抽样。这些样品是在印度尼西亚泗水的100名日本快餐消费者中进行的。结果显示，口碑对消费者的购买决策有显著的正向影响。这是一项新的研究。因此，本研究可以帮助管理餐厅业务，从而提高现有的营销绩效。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Business and Society BUSINESS-

CiteScore

1.80

自引率

10.00%

发文量

期刊介绍： International Journal of Business and Society (IJBS) is an international scholarly journal devoted in publishing high-quality papers using multidisciplinary approaches with a strong emphasis on business, economics and finance. It is a triannual journal published in April, August and December and all articles submitted are in English. Our uniqueness focus on the impact of ever-changing world towards the society based on our niche area of research. IJBS follows a double-blind peer-review process, whereby authors do not know reviewers and vice versa. The journal intends to serve as an outlet with strong theoretical and empirical research and the papers submitted to IJBS should not have been published or be under consideration for publication elsewhere.