Pengaruh Online Customer Review, City Image, dan Purchase Intention Terhadap Purchase Intention
Abstract
Semakin berkembangnya teknologi, cara efektif untuk meningkatkan popularitas wisata kuliner disetiap daerah yaitu dengan promosi melalui media social, karena media sosial adalah kebutuhan yang paling populer dikalangan pengguna internet saat ini, sehingga pengusaha kuliner lebih mudah dalam mempengaruhi konsumen untuk membeli kuliner. Penelitian ini bertujuan untuk mengetahui pengaruh online customer review, city image, perceived price terhadap purchase intention pada calon konsumen wisata kuliner Surabaya. Jenis penelitian ini adalah jenis penelitian konklusif, dengan menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini merupakan masyarakat Indonesia dengan domisili selain Kota Surabaya yang berkeinginan untuk mencicipi kuliner khas Surabaya diantaranya yaitu tahu tek, rujak cingur, dan lontong balap, setelah melihat review youtube Jennie Linando dengan rentan usia 19-41 tahun. Jumlah sampel dalam penelitian ini adalah 200 sampel yang diambil dengan menggunakan nonprobability sampling dengan teknik judgemental sampling. Teknik pengumpulan data dengan menggunakan kuesioner online. Metode analisis data dalam penelitian ini menggunakan anilisis regresi linier berganda. Hasil penelitian menunjukan bahwa online customer review, city image, dan perceived price secara signifikan mempengaruhi purchase intention.
Kata kunci: Online customer review, city image, perceived price, purchase intention
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