Analisa Pengaruh Perceived Risk, Ewom dan Brand Image Terhadap Minat Beli Konsumen di Restoran Haidilao Pakuwon Mall Surabaya

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.