Pengaruh Kualitas Pelayanan dan Electronic Word of Mouth (eWOM) Terhadap Keputusan Pembelian pada Koka Ramen Express Sudirman

The increasingly competitive culinary industry requires businesses to improve service quality and manage their digital reputation to influence consumer purchasing decisions. This study aims to examine the effects of service quality and Electronic Word of Mouth (eWOM) on purchasing decisions among consumers of Koka Ramen Express Sudirman, both partially and simultaneously. This research employs a quantitative approach with a causal associative design. Data were collected through an online questionnaire using purposive sampling involving 120 respondents who had previously purchased and consumed products at Koka Ramen Express Sudirman. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 29. The results indicate that service quality has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.207 and a significance level of less than 0.001. Electronic Word of Mouth also has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.184 and a significance level of less than 0.001. Simultaneously, both variables have a significant effect on purchasing decisions, with a coefficient of determination of 63.6%. Service quality is the more dominant factor influencing purchasing decisions compared to eWOM. These findings imply that management should improve employee friendliness, service speed, and restaurant cleanliness while optimizing social media activities and responding professionally to customer reviews to strengthen consumer confidence in making purchasing decisions.