PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN CEPAT SAJI PIZZA HUT DENGAN CITRA MEREK SEBAGAI MEDIASI: Survei Pada Generasi Z di Kota Bandung

    Muhammad Rasyid Siddiq Fadhilah, - and Ayu Krishna Yuliawati, - and Asep Miftahuddin, - (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN CEPAT SAJI PIZZA HUT DENGAN CITRA MEREK SEBAGAI MEDIASI: Survei Pada Generasi Z di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Industri makanan cepat saji berkembang pesat di tengah globalisasi dan kemajuan teknologi. Pizza Hut, pelopor restoran cepat saji di Indonesia, menghadapi penurunan penjualan signifikan akibat seruan boikot konsumen, meski sebelumnya tumbuh stabil. Penelitian ini bertujuan menganalisis pengaruh electronic word of mouth terhadap keputusan pembelian dengan citra merek sebagai mediasi pada Generasi Z di Kota Bandung. Penelitian ini juga dibatasi hanya pada platform X. Metode penelitian menggunakan pendekatan kuantitatif dengan populasi 408.862 Generasi Z di Kota Bandung dan sampel 426 responden yang ditentukan melalui rumus Slovin. Data dikumpulkan melalui kuesioner, wawancara, dan studi literatur, lalu dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 3.2.9. Hasil analisis hubungan antar variabel menunjukkan e-WOM dan citra merek berada pada kategori sedang, dengan indikator payment method memperoleh skor tertinggi pada keputusan pembelian. Hasil penelitian menjelaskan bahwa e-WOM berpengaruh terhadap citra merek, citra merek berpengaruh terhadap keputusan pembelian, serta e-WOM berpengaruh terhadap keputusan pembelian. Selain itu, hasil penelitian menjelaskan bahwa pengaruh e-WOM terhadap keputusan menjadi lebih kuat apabila di mediasi oleh citra merek. Temuan ini menegaskan bahwa penguatan citra merek melalui e-WOM positif dapat meningkatkan keputusan pembelian meski di tengah isu boikot. Pizza Hut diharapakan untuk terus memperbaiki e-WOM agar mendorong keputusan pembelian mediasi citra merek dengan menggali indikator-indikator lain. The fast-food industry has grown rapidly amid globalization and technological advancements. Pizza Hut, a pioneer of fast-food restaurants in Indonesia, has experienced a significant decline in sales due to consumer boycott campaigns, despite previously showing stable growth. This study aims to analyze the influence of electronic word of mouth (e-WOM) on purchase decisions with brand image as a mediating variable among Generation Z in Bandung City. The research is limited to the X platform. The research employs a quantitative approach with a population of 408,862 members of Generation Z in Bandung City and a sample of 426 respondents determined using the Slovin formula. Data were collected through questionnaires, interviews, and literature studies, and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 3.2.9 software. The results indicate that e-WOM and brand image fall within the moderate category, with the payment method indicator obtaining the highest score for purchase decisions. The findings reveal that e-WOM influences brand image, brand image influences purchase decisions, and e-WOM directly influences purchase decisions. Furthermore, the effect of e-WOM on purchase decisions becomes stronger when mediated by brand image. These findings highlight that strengthening brand image through positive e-WOM can enhance purchase decisions even in the midst of boycott issues. Pizza Hut is expected to continuously improve its e-WOM strategies to drive purchase decisions through brand image mediation by exploring other relevant indicators.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?hl=en&view_op=list_works&gmla=AH8HC4waoQwUGnLqYes8zOExdSGlIxf5V5G05zR3kLgd2784wbosKWY-zKTZQ-UFkhNL1UwVT9tjPpz0VgjtZA&user=hOF5M20AAAAJ ID SINTA Dosen Pembimbing: Ayu Krishna Yuliawati: 5977407 Asep Miftahuddin: 6750370
    Uncontrolled Keywords: Electronic Word of Mouth, Citra Merek, Keputusan Pembelian, Pemasaran Digital, Pizza Hut Electronic Word of Mouth, Brand Image, Purchase Decision, Digital Marketing, Pizza Hut
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HF Commerce
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Muhammad Rasyid Siddiq Fadhilah
    Date Deposited: 22 Sep 2025 10:33
    Last Modified: 22 Sep 2025 10:33
    URI: http://repository.upi.edu/id/eprint/140012

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