Analisa Pengaruh Perceived Risk, Ewom dan Brand Image Terhadap Minat Beli Konsumen di Restoran Haidilao Pakuwon Mall Surabaya
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Published
Jun 18, 2025
Abstract
The food and beverage industry in Indonesia continues to grow rapidly, the soaring growth of restaurants has created intense competition in the food and beverage industry, one of which is what is happening in the city of Surabaya. To win customers, restaurants need to understand what drives customers buying interest. Three factors that can encourage buying interest are perceived risk, eWOM (electronic word of Mouth), and brand image. Perceived risk, namely consumers are often worried about a bad experience. Restaurants can overcome this by prioritizing quality, service and guaranteed satisfaction, therebybuilding trust and reducing worry. EWOM i.e. Positive online reviews are very important, by actively interacting with customers on social media, fast respond to feedback, and encourage satisfied customers to share customer experiences. Brand image is consumer perception and preference for a brand. develop consistent brand values by emphasizing quality, value and customer satisfaction. Using marketing efforts with these values can create a brand that is easily recognized and trusted. By paying attention to these factors, restaurants can minimize perceived risk, utilize eWOM, and build a strong brand image that is critical to encouraging customer purchasing interest.
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How to Cite
Tan, A. C. and Nugroho, A. (2025) “Analisa Pengaruh Perceived Risk, Ewom dan Brand Image Terhadap Minat Beli Konsumen di Restoran Haidilao Pakuwon Mall Surabaya”, Ranah Research : Journal of Multidisciplinary Research and Development, 7(5), pp. 3488-3500. doi: 10.38035/rrj.v7i5.1651.
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Mainolfi, G., & Vergura, D. T. (2022). The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study. Journal of Fashion Marketing and Management: An International Journal, 26(3), 473-494.
Majid, A. A. A., & Sumadi. (2022). Pengaruh Electronic Word of Mouth dan Brand image terhadap Sikap dan Minat beli Konsumen Pakaian Pada E-Commerce di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), 24–38. https://doi.org/10.20885/selma.vol1.iss3.art5
Tarigan, A., & Gunawan, Y. (2024). Pengaruh brand image dan e-WOM terhadap minat beli skincare Somethinc pada Shopee. Journal of Management: Small and Medium Enterprises (SMEs), 17(2), 577–597. https://doi.org/10.35508/jom.v17i2.17244
Wijaya, E., & Susanto, A. (2023). The Effect of Perceived Risks on Purchase Intention at UD. Kian Maju Medan. Jurnal Kolaboratif Sains, 6(7), 856-862.
Yorganci B. (2020). Effect of e-wom on consumer intentions: Food and beverage business example. Journal of Tourism Research Institute. 2020;1(2):123–131. https://dergipark.org.tr/en/pub/jtri/issue/60519/888925
Zhang, Y. (2019). The impact of brand image on consumer behaviour : A literature review. Open journal of business and management, 3(01), 58
Badan Pusat Statistik Provinsi Jawa Timur. (2019). Jumlah rumah makan/restoran di Provinsi Jawa Timur menurut kabupaten/kota, 2014–2018. https://jatim.bps.go.id/statictable/2019/10/08/1578/jumlah-rumah-makanrestoran-di-provinsi-jawa-timur-menurut-kabupaten-kota-2014-2018.html
Bertram, D. (2007). Likert scales. CPSC 681 – Topic Report, University of Calgary. https://pages.cpsc.ucalgary.ca/~saul/wiki/uploads/CPSC681/topic-dane-likert.pdf
Campbell, S., Greenwood, M., Prior, S., Shearer, T., Walkem, K., Young, S., Bywaters, D., & Walker, K. (2020). Purposive sampling: Complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 652–661. https://doi.org/10.1177/1744987120927206
Çavuşoğlu, S., Demirağ, B., Durmaz, Y., & Çıkmaz, G. (2020). The impact of brand image and brand consciousness on perceived price and purchase intention. Transnational Marketing Journal, 9(2), 389–405. https://www.researchgate.net/publication/354555202_The_Impact_of_Brand_Image_and_Brand_Conscious_on_Perceived_Price_and_Purchase_Intention
Ghanad, A. (2023). An overview of quantitative research methods. International Journal of Multidisciplinary Research and Analysis, 6(8), 3794–3803. https://doi.org/10.47191/ijmra/v6-i8-52
Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2023). Advanced issues in partial least squares structural equation modeling (2nd ed.). SAGE Publications. https://www.amazon.com/Advanced-Partial-Structural-Equation-Modeling/dp/1483377393
Henuk, Y. G. (2024). Pengaruh food quality, price fairness, dan service quality terhadap behavioral intention di Restoran Dragon Hotpot Surabaya. Jurnal Manajemen Perhotelan, 10(1), 1–12. https://jurnalperhotelan.petra.ac.id/index.php/hot/article/view/27787
Ilhamalimy, R. R., & Ali, H. (2021). Model perceived risk and trust: e-WOM and purchase intention (the role OF trust mediating IN online shopping IN shopee Indonesia). Dinasti International Journal of Digital Business Management, 2(2), 204-221.
Ismagilova, E., Dwivedi, Y., Slade, E., & Williams, M. (2017). Electronic word-of-mouth in the marketing context: A state of the art analysis and future directions. Springer.
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22, 1203-1226. https://link.springer.com/article/10.1007/s10796-019-09924-y
Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective. International Journal of Information Management Data Insights, 2(1), 100065. https://www.sciencedirect.com/science/article/pii/S266709682200009X
Kirana, D. G., & Basiya, R. (2024). Pengaruh trust dan perceived risk terhadap minat beli ulang dimediasi oleh kepuasan pelanggan: Studi pada pelanggan produk skincare di marketplace Shopee. Management Studies and Entrepreneurship Journal (MSEJ), 5(1), 2690–2701. https://doi.org/10.37385/msej.v5i1.4356
Komalasari, F., Christianto, A., & Ganiarto, E. (2021). Factors influencing purchase intention in affecting purchase decision: A study of e-commerce customer in Greater Jakarta. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi Dan Organisasi, 28(1), 1. https://scholarhub.ui.ac.id/cgi/viewcontent.cgi?article=1290&context=jbb
Liang, S.-Z., Xu, J.-L., & Huang, E. (2024). Comprehensive Analysis of the Effect of Social Influence and Brand Image on Purchase Intention. Sage Open, 14(1). https://doi.org/10.1177/21582440231218771
Mainolfi, G., & Vergura, D. T. (2022). The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study. Journal of Fashion Marketing and Management: An International Journal, 26(3), 473-494.
Majid, A. A. A., & Sumadi. (2022). Pengaruh Electronic Word of Mouth dan Brand image terhadap Sikap dan Minat beli Konsumen Pakaian Pada E-Commerce di Yogyakarta. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), 24–38. https://doi.org/10.20885/selma.vol1.iss3.art5
Tarigan, A., & Gunawan, Y. (2024). Pengaruh brand image dan e-WOM terhadap minat beli skincare Somethinc pada Shopee. Journal of Management: Small and Medium Enterprises (SMEs), 17(2), 577–597. https://doi.org/10.35508/jom.v17i2.17244
Wijaya, E., & Susanto, A. (2023). The Effect of Perceived Risks on Purchase Intention at UD. Kian Maju Medan. Jurnal Kolaboratif Sains, 6(7), 856-862.
Yorganci B. (2020). Effect of e-wom on consumer intentions: Food and beverage business example. Journal of Tourism Research Institute. 2020;1(2):123–131. https://dergipark.org.tr/en/pub/jtri/issue/60519/888925
Zhang, Y. (2019). The impact of brand image on consumer behaviour : A literature review. Open journal of business and management, 3(01), 58