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
Main Article Content
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.
Keywords:
Perceived Image, e-WOM, Sales Promotion, Restaurant Popularity, Consumer Preference, Purchase Intention
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Valerie, C., Purnomo, D., & Kamal, I. (2023). Determining Supporting Factors For Green Purchase Intentions In Agro-Industrial Products With The Analytical Hierarchy Process (AHP). International Journal of Management and Business Economics, 2(1), 1–6. https://doi.org/10.58540/ijmebe.v2i1.426
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Balqis, P., Dharta, F. Y., & Oxcygentri, O. (2023). Pengaruh e-WOM Terhadap Minat Beli Produk Kecantikan. Da’watuna: Journal of Communication and Islamic Broadcasting, 4(2), 681–686. https://doi.org/10.47467/dawatuna.v4i2.4856
Brar, V., Kumar, A., & Ramgade, A. (2022). Problems in Evaluating the Effectiveness of Sales Promotion Activities. International Journal of Multidisciplinary: Applied Business and Education Research, 3(7), 1239–1243. https://doi.org/10.11594/ijmaber.03.07.02
Budiman, S. (2021). The Effect of Social and Personality Factor on Attitude Toward Brand and Purchase Intention. Jurnal Dinamika Manajemen, 12(1), 41–52. https://doi.org/10.15294/jdm.v12i1.28866
Chen, P., Wu, J., & Li, N. (2023). A Personalized Navigation Route Recommendation Strategy Based on Differential Perceptron Tracking User’s Driving Preference. Computational Intelligence and Neuroscience, 2023(1). https://doi.org/10.1155/2023/8978398
Debataraja, S. M., Wong, W. K., Pandiangan, C. B., & Darsono, S. N. A. C. (2024). Investigating the e-WOM Features Influencing Purchase Intention at Korean Restaurants based on SOR Theory. Journal of Economics Research and Social Sciences, 8(1), 70–86. https://doi.org/10.18196/jerss.v8i1.21517
Dinh, T. C. T., & Lee, Y. (2022). “I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346–364. https://doi.org/10.1108/JRIM-04-2021-0127
Fusté-Forné, F. (2022). Seafood ‘speaks’ in Costa Daurada’s Michelin-starred restaurants (Catalonia, Spain). Journal of Marine and Island Cultures, 11(1). https://doi.org/10.21463/jmic.2022.11.1.20
Ghimire, B., Shanaev, S., & Lin, Z. (2022). Effects of official versus online review ratings. Annals of Tourism Research, 92, 103247. https://doi.org/10.1016/j.annals.2021.103247
Handani, N. D., & Kim, H.-S. (2023). Unlocking Customer Satisfaction of Halal Restaurant in South Korea through Online Review Analysis. Environment and Social Psychology, 7(2). https://doi.org/10.18063/esp.v7.i2.1501
Jayanto, V., Fabiola, J., Hasim, H. A. binti, & Tunjungsari, H. K. (2022). The Influence of Online Influencers on Consumer Purchase Intention. https://doi.org/10.2991/assehr.k.220404.301
Ji, W., Meng, X., & Zhang, Y. (2022). STARec: Adaptive Learning with Spatiotemporal and Activity Influence for POI Recommendation. ACM Transactions on Information Systems, 40(4), 1–40. https://doi.org/10.1145/3485631
Kosli, J., Yuwono, V. K., & Soediro, M. (2023). The Influence of Brand Image, Product Quality, and Restaurant Atmosphere on Consumer Repurchase Intention (A Study of Restaurant X in Makassar). JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(2), 1317–1326. https://doi.org/10.35794/jmbi.v10i2.49387
Lis, B., & Fischer, M. (2020). Analyzing different types of negative online consumer reviews. Journal of Product & Brand Management, 29(5), 637–653. https://doi.org/10.1108/JPBM-05-2018-1876
Nandan, M., & Kumar, G. P. (2023). Designing an Efficient Restaurant Recommendation System Based on Customer Review Comments by Augmenting Hybrid Filtering Techniques. Universal Journal of Operations and Management, 59–79. https://doi.org/10.37256/ujom.2220232998
Prayitno, S. B. (2023). Analysis of the perception of free shipping promotions on purchasing decisions on the Shopee marketplace. Journal of Management Science (JMAS), 6(2), 199–205. https://doi.org/10.35335/jmas.v6i2.230
Rais, R. N. Bin, Noman, M., Khalid, O., & Khan, I. A. (2024). A Hybrid Group-Based Food Recommender Framework for Handling Overlapping Memberships. Applied Sciences, 14(13), 5843. https://doi.org/10.3390/app14135843
Rezeki, S. R. I., Fani Sartika, Tengku Kespandiar, Ita Nurcholifah, & Wenny Desty Febrian. (2023). Analysis of The Influence of Brand Image and Negative Electronic Word of Mouth on Repurchase Intention of Ice Cream Aice Consumers. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(5), 2050–2054. https://doi.org/10.35870/jemsi.v9i5.1538
Rizaldi, H. (2022). The influence of brand popularity, perceived quality, price, and need on purchase intention iPhone products in Purwokerto. Jurnal Akuntansi, Manajemen Dan Ekonomi, Vol 24 No 2. https://doi.org/10.32424/1.jame.2022.24.2.5427
Satifa Putri, Y., & Widyastuti, H. (2023). The Effect of Electronic Word of Mouth, Destination Image on Tourist Visiting Decisions at Nagari Tuo Pariangan Tourism Object. TIJAB (The International Journal of Applied Business), 7(1), 104–114. https://doi.org/10.20473/tijab.v7.I1.2023.43333
Shah, P., Bhusal, N., & Chettri, K. K. (2023a). Influence of Social Media Usage on Generation Z’s Choice in Selecting Restaurants in Kathmandu. Journal of Business and Social Sciences Research, 8(1), 95–110. https://doi.org/10.3126/jbssr.v8i1.56592
Shah, P., Bhusal, N., & Chettri, K. K. (2023b). Influence of Social Media Usage on Generation Z’s Choice in Selecting Restaurants in Kathmandu. Journal of Business and Social Sciences Research, 8(1), 95–110. https://doi.org/10.3126/jbssr.v8i1.56592
Thirusanku, J., & Kumar, R. (2023). The Power Of Electronic Word Of Mouth. Paripex Indian Journal Of Research, 127–132. https://doi.org/10.36106/paripex/0409735
Tran, V. D. (2022). Consumer impulse buying behavior: the role of confidence as moderating effect. Heliyon, 8(6), e09672. https://doi.org/10.1016/j.heliyon.2022.e09672
Untari, D. T., & Satria, B. (2022). Exploring Conventional Models of Purchase Intention: “Betawi Ora” Restourants in Bekasi. International Journal of Professional Business Review, 7(4), e0586. https://doi.org/10.26668/businessreview/2022.v7i4.e586
Valerie, C., Purnomo, D., & Kamal, I. (2023). Determining Supporting Factors For Green Purchase Intentions In Agro-Industrial Products With The Analytical Hierarchy Process (AHP). International Journal of Management and Business Economics, 2(1), 1–6. https://doi.org/10.58540/ijmebe.v2i1.426
Viana, D. B., & Oliveira, B. B. (2023). The Art of the Deal: Machine Learning Based Trade Promotion Evaluation (pp. 229–251). https://doi.org/10.1007/978-3-031-20788-4_15
Wardoyo, S. A. (2023). The Influence Of Trust, Product Quality And Price Perception On Purchase Decisions Mediated By Purchase Intention. Jurnal Locus Penelitian Dan Pengabdian, 2(10), 1010–1019. https://doi.org/10.58344/locus.v2i10.1770
Yang, M., & Luo, S. (2021). Effects of Rural Restaurants’ Outdoor Dining Environment Dimensions on Customers’ Satisfaction: A Consumer Perspective. Foods, 10(9), 2172. https://doi.org/10.3390/foods10092172
Zhao, L. (2021). Personalized recommendation by using fused user preference to construct smart library. Internet Technology Letters, 4(3). https://doi.org/10.1002/itl2.273
