CONSUMER PREFERENCES FOR AYAM GEPUK: THE ROLES OF E-WOM, SOCIAL MEDIA INFLUENCE, PRODUCT QUALITY AND LOCATION

Originally from Indonesia, Ayam Gepuk has attracted consumer attention and become a nationwide culinary phenomenon. While the increasing popularity of Ayam Gepuk offers a great economic opportunity, a lack of empirical research has been found investigating how electronic word-of-mouth (eWOM), social media, product quality, and location influence consumer preferences for the many Ayam Gepuk brands in Malaysia. Using a quantitative approach, an online survey was developed and distributed via social media platforms to consumers who have visited Ayam Gepuk restaurants. A total of 594 usable responses were analyzed using SPSS version 29, yielding important results. Most respondents visited Ayam Gepuk restaurants more than once, and the largest number visited with friends or family. The most popular brand is Ayam Gepuk Pak Gembus, followed by Ayam Gepuk Top Global and Ayam Gepuk Pak Raden. Multiple regression reported that eWOM, social media influence, product quality, and location significantly influenced consumer preferences for Ayam Gepuk. Location was also the strongest predictor among the variables. The findings contributed to the existing body of knowledge on consumer behavior related to food, particularly on Ayam Gepuk. Additionally, the findings offer valuable insights for foodservice operators and marketing practitioners to promote Ayam Gepuk throughout Malaysia. This study used convenience sampling on social media platforms; hence, the findings may be limited in generalizability. Future studies can use probability sampling methods (e.g., interviews) to gather rich data on consumer food preferences for Ayam Gepuk.