Pengaruh Digital Marketing, Electronic Word of Mouth (e-WOM) dan Brand Image Terhadap Keputusan Pembelian Bebek Goreng Harissa Cabang Merr Surabaya

Anjani, Fika (2026) Pengaruh Digital Marketing, Electronic Word of Mouth (e-WOM) dan Brand Image Terhadap Keputusan Pembelian Bebek Goreng Harissa Cabang Merr Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Perkembangan teknologi digital telah mendorong perubahan besar dalam perilaku konsumen, di mana pencarian informasi, ulasan, dan rekomendasi melalui media online menjadi faktor penting sebelum melakukan pembelian. Bebek Goreng Harissa Cabang Merr Surabaya sebagai salah satu pelaku industri kuliner memanfaatkan berbagai platform digital untuk memperkenalkan produk dan membangun kedekatan dengan konsumen. Penelitian ini dilakukan untuk mengetahui bagaimana digital marketing, Electronic Word of Mouth (E-WOM), dan brand image berperan dalam memengaruhi keputusan pembelian konsumen. Penelitian menggunakan pendekatan kuantitatif dengan melibatkan responden konsumen potensial dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa digital marketing memberikan pengaruh positif terhadap keputusan pembelian, di mana konten promosi, informasi produk, serta aktivitas media sosial mampu menarik perhatian dan membangun minat konsumen. E-WOM juga terbukti berpengaruh signifikan, karena ulasan positif, rekomendasi pengguna lain, serta pengalaman konsumen yang dibagikan secara online memberikan keyakinan tambahan bagi calon pembeli. Selain itu, brand image yang kuat, terpercaya, dan konsisten turut meningkatkan keputusan konsumen dalam memilih Bebek Goreng Harissa sebagai pilihan kuliner. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian, menunjukkan bahwa strategi pemasaran digital yang terpadu sangat diperlukan untuk memperkuat daya tarik merek dan mendorong konsumen melakukan pembelian. Melalui temuan ini, Bebek Goreng Harissa Cabang Merr Surabaya diharapkan dapat terus mengoptimalkan strategi digital, memperkuat ulasan positif, serta menjaga citra merek guna meningkatkan keputusan pembelian konsumen.

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