DOI of the published article https://doi.org/10.33366/jisip.v15i1.3987
The Role Of E-WOM in Consumer Loyalty to Hanaraya Chicken Noodle Product
Peran Elektronik Word of Mouth (E-WOM) terhadap Loyalitas Konsumen Produk Mie Ayam Hanaraya
DOI:
https://doi.org/10.21070/ups.10543Keywords:
Electronic Word of Mouth, Marketing Communication, Consumer Loyalty, Digital Media, Micro BusinessAbstract
Marketing communication strategies for MSMEs, especially in the food industry, have changed significantly with the rapid growth of digital technology. One important strategy is electronic word of mouth (e-WOM), which enables customers to share their experiences, opinions, and recommendations through online platforms. This study uses a descriptive qualitative method with an interactive analysis model to examine the influence of e-WOM on consumers’ purchase intention toward Hanaraya Chicken Noodle in Sidoarjo. Data were collected through in-depth interviews and analysis of customer reviews and ratings on Google Review, ShopeeFood, and GrabFood. The results indicate that e-WOM plays a vital role in strengthening brand reputation, increasing credibility, and improving customer satisfaction. Positive reviews related to taste, price, service quality, and product consistency encourage repeat purchases and recommendations. This study highlights digital review data as a valuable source for developing effective marketing communication strategies for culinary MSMEs in the digital era.
Downloads
References
B. D. Maritza and D. Hariyanto, “Strategi Pemasaran Digital untuk Bisnis Pakaian Thrift (akun @spezialmbois),” Interact. Commun. Stud. J., vol. 1, no. 1, pp. 47–60, 2024, doi: 10.47134/interaction.v1i1.2534.
Sumiyati and A. Rohman, “Analisis Persaingan Bisnis Pada Usaha Kuliner Dalam Meningkatkan Pelanggan Menurut Perspektif Etika Bisnis Islam,” Kaffa J. Sharia Econ. …, vol. 1, no. 2, pp. 1–24, 2022, [Online]. Available: https://journal.trunojoyo.ac.id/kaffa/article/view/18151%0Ahttps://journal.trunojoyo.ac.id/kaffa/article/download/18151/7729
L. Lukman, A. Sudradjat, and T. Sinambela, “Pemanfaatan Digitalisasi Pada Industri Kreatif Sektor Kuliner Pasca Pandemi Covid-19,” Semin. Nas. Univeristas Borobudur, vol. 2, no. 1, pp. 273–288, 2023, [Online]. Available: https://prosiding.borobudur.ac.id/index.php/1/article/view/70%0Ahttps://prosiding.borobudur.ac.id/index.php/1/article/download/70/63
Kurniawati, H. Yaputra, and T. Aryati, “Strategi Positif e-WOM dalam Meningkatkan Purchase Intention,” Dirkantara Indones., vol. 3, no. 1, pp. 7–14, 2024, doi: 10.55837/di.v3i1.117.
Huberman, Qualitative Data Analysis A Methods Sourcebook, 3rd ed., vol. 11, no. 1. 2014. [Online]. Available: http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
M. S. R. Sri Rahayu, A. Hendra Saputro, and E. Herlinawati, “Pengaruh Electronic Word Of Mouth (E-Wom), E-Service Quality Dan Online Customer Review Terhadap Keputusan Pembelian Pada Produk Ms-Glow Di Marketplace Shopee (Studi Pada Konsumen Ms Glow Indonesia Official Shop),” JEMSI (Jurnal Ekon. Manajemen, dan Akuntansi), vol. 10, no. 1, pp. 100–108, 2024, doi: 10.35870/jemsi.v10i1.1768.
E. MAHARANI and A. Lintangdesi, “Pengaruh E-Wom Dan Talent Communicator Female Daily Dudes Terhadap Brand Image,” Medium, vol. 9, no. 1, pp. 1–15, 2021, doi: 10.25299/medium.2021.vol9(1).6164.
P. N. Anggraini and S. Sukaris, “Pengelolaan Media Sosial Instagram, Tiktok Dan Facebook Sebagai Sarana Digital Marketing Di Restoran Ayam Geprek Mangsoetta,” Innov. J. Soc. Sci. Res., vol. 3, no. 3, pp. 3029–3040, 2023, doi: 10.31004/innovative.v3i3.2226.
J. A. Hetharie, S. Natten, and A. Rieuwpassa, “Peran Kepuasan Pelanggan Dalam Memediasi Pengaruh Dimensi Servqual Terhadap Loyalitas Pelanggan Dengan Metode Structural Equation Modelling,” PUBLIC POLICY (Jurnal Apl. Kebijak. Publik Bisnis), vol. 4, no. 1, pp. 137–156, 2023, doi: 10.51135/publicpolicy.v4.i1.p137-156.
A. D. Putri and C. Hastasari, “PENGARUH PENGGUNAAN TESTIMONI PEMBELI TERHADAP TINGKAT BRAND TRUST PADA PEMBELI ONLINE (Survei Terhadap Pembeli Online Shop Shopee pada Mahasiswa di Kecamatan Depok),” Lekt. J. Ilmu Komun., vol. 2, no. 2, pp. 184–191, 2019, doi: 10.21831/lektur.v2i2.15812.
L. Hariono, “Apakah E-Wom (Electronic Word of Mouth) Bisa Mengalahkan Wom (Word of Mouth) Dalam Mempengaruhi Penjualan Produk Kuliner,” Competence J. Manag. Stud., vol. 12, no. 1, 2019, doi: 10.21107/kompetensi.v12i1.4946.
F. Ekonomi, U. Sriwijaya, F. Ekonomi, U. Sriwijaya, F. Ekonomi, and U. Sriwijaya, “1 , 2 , 3 1,” no. 2016, pp. 466–474, 1845.
Philip Kotler Dan Kevin Lane Keller, Manajemen Pemasaran. Jakarta: PT Indeks, 2016.
2019 Hapsari1, “1 + 0,374,” pp. 57–93, 2019.
R. D. Rahmadani and W. T. Subroto, “Analisis Strategi Pengembangan UMKM Kabupaten Sidoarjo di Masa Pandemi Covid-19,” J. Pendidik. Adm. Perkantoran, vol. 10, no. 2, pp. 167–181, 2022, doi: 10.26740/jpap.v10n2.p167-181.
V. Hananda, S. Dewi, M. M. Rachman, and Suharyanto, “Terhadap Pembelian Keputusan Warung Mie Ayam Hanaraya Tawangsari-Taman ( Sidoarjo ),” vol. 2, no. 1, pp. 347–356, 2021.
M. F. Alpasha, “KAJIAN PUSTAKA , KERANGKA PEMIKIRAN Kajian Pustaka,” Kotler dan Keller 2018, pp. 19–61, 2022.
D. Safitri, R. Sudirman, and S. A. B. P. Angin, “Pengaruh Word of Mouth, Lokasi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Warung Seblang Di Kecamatan Singojuruh Banyuwangi,” J. Ilm. Manajemen, Ekon. Akunt., vol. 8, no. 1, pp. 2125–2146, 2024, doi: 10.31955/mea.v8i1.3946.
Sugiyono, Metode Penelitian Dan Pengembangan Research Dan Development, Cetakan 5. Bandung: Alfabeta, 2021.
Downloads
Additional Files
Posted
Categories
License
Copyright (c) 2026 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
