The Influence of Menu Variation and Electronic Word of Mouth (E-WoM) on Purchase Decisions at Mie Pangsit Go – 8 Yoserizal Medan

Abstract

This study aims to determine the extent of the influence of Menu Variation and Electronic Word of Mouth (E-WOM) on Consumer Purchasing Decisions at Mie Pangsit Go – 8 Yoserizal Medan. The problems identified in this study are related to the decline in sales figures which are thought to be influenced by the limited variety of menus offered and the suboptimal use of e-WOM in marketing strategies. This study uses a quantitative approach with a descriptive method, where data is obtained by distributing questionnaires to consumers who have made purchases. Data analysis was conducted using multiple linear regression techniques, accompanied by hypothesis testing to determine the relationship between variables. The results of the study indicate that both menu variation and e-WOM have a positive and significant influence on consumer purchasing decisions. Simultaneously, these two variables are able to explain most of the variation in purchasing decisions that occur at the business location. This finding indicates the importance of product innovation and optimization of digital communication in increasing consumer buying interest. The conclusion concludes that the strategy of increasing menu variation and utilizing e-WOM consistently can be the key to strengthening a business's position amidst the competitive culinary industry.