Word of Mouth for Consumers: All-You-Can-Eat Japanese Restaurants
DOI:
https://doi.org/10.33736/ijbs.5197.2022Keywords:
Word of mouth, Restaurant, Purchasing decisions, Japanese, BehaviorAbstract
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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