Analysis of the Impact of Perceived Image, E-WOM, Sales Promotion, and Restaurant Popularity on User Preferences and Consumer Purchase Intentions at Seafood Restaurants X and Y in Manado City
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Digital transformation has significantly reshaped consumer behavior in the culinary industry, particularly in seafood restaurants where purchasing decisions are increasingly influenced by restaurant image, electronic word of mouth (e-WOM), sales promotion, and restaurant popularity. This study aims to examine the effects of Perceived Image, Electronic Word of Mouth (e-WOM), Sales Promotion, and Restaurant Popularity on User Preference, as well as the influence of User Preference on Repurchase Intention at two seafood restaurants in Manado City, namely Restaurant X and Restaurant Y. A quantitative approach was employed using a survey method involving 155 respondents aged 21–40 years. Data were collected through Likert-scale questionnaires and analyzed using Structural Equation Modeling (SEM). The results indicate that Electronic Word of Mouth (e-WOM) and Restaurant Popularity have a positive and significant effect on User Preference at both restaurants. Perceived Image significantly influences User Preference at Restaurant X but does not have a significant effect at Restaurant Y. Meanwhile, Sales Promotion does not significantly affect User Preference at either restaurant. Furthermore, User Preference has a positive and significant impact on Repurchase Intention, with a stronger effect observed at Restaurant Y. These findings highlight differences in the influence patterns among variables, which are shaped by restaurant characteristics and consumption context. This study provides practical implications for seafood restaurant managers to prioritize digital marketing strategies focused on strengthening e-WOM and restaurant popularity in order to enhance user preference and encourage repurchase intention.
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