Pengaruh Electronic Word of Mouth (E-WOM) dan Cita Rasa terhadap Kepuasan Pelanggan Dapur Haji Hasan

Ainurayyan, Shakillah Dini (2026) Pengaruh Electronic Word of Mouth (E-WOM) dan Cita Rasa terhadap Kepuasan Pelanggan Dapur Haji Hasan. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM) and taste on customer satisfaction at Dapur Haji Hasan. This study employed a quantitative research design. The population consisted of all customers of Dapur Haji Hasan. A total of 100 respondents were selected using a non-probability sampling technique with a purposive sampling method. The sampling criteria included customers who had purchased products from Dapur Haji Hasan and were at least 17 years of age. Data were collected through the distribution of questionnaires using a Likert scale. The results of the study indicate that, partially, the Electronic Word of Mouth (E-WOM) variable has a positive and significant effect on customer satisfaction, as indicated by a t-value of 5.531, which is greater than the t-table value of 1.985, with a significance value of 0.000 < 0.05. Likewise, the taste variable also has a positive and significant effect on customer satisfaction, as indicated by a t-value of 5.244, which is greater than the t-table value of 1.985, with a significance value of 0.000 < 0.05. Simultaneously, Electronic Word of Mouth (E-WOM) and taste have a positive and significant effect on customer satisfaction, as indicated by an F-value of 5.280, which is greater than the F-table value of 3.090, with a significance value of 0.000 < 0.05. The coefficient of determination test showed an Adjusted R Square value of 0.504, indicating that Electronic Word of Mouth (E-WOM) and taste jointly explain 50.4% of the variation in customer satisfaction, while the remaining 49.6% is explained by other factors outside the scope of this study. This study concludes that Electronic Word of Mouth (E-WOM) and taste have a positive and significant effect on customer satisfaction at Dapur Haji Hasan.

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