THE INFLUENCE OF ONLINE REVIEW AND FOOD QUALITY ON THE PURCHASE INTENTION (STUDY ON BBQ MEGA MAS RESTAURANT MANADO)

Abstract

The problem with the restaurant business after the Covid-19 pandemic era is how consumers intend to buy in the business. This is related to the change in consumer lifestyles to become digital-based, as well as the desire for quality food products. This needs to be anticipated by companies engaged in the food and beverage industry. This study examines the relationship between online reviews and food quality on purchase intention with a study on BBQ Mega Mas, Manado Restaurant. This study uses a research with a quantitative approach which will be conducted in March-April 2021. The research location is the BBQ Mega Mas Restaurant in Manado. The research population is restaurant visitors with a total sample of 100 respondents. Data retrieval is done online using a Google Form which is shared via online social media. Data analysis used hypothesis testing and multiple linear regression analysis. Research respondents are dominated by women, young, college educated, university students, with an income of less than three million rupiah per month. The study found that simultaneously online reviews and food quality had a positive and significant effect on purchase intention. Furthermore, partially purchase intention is also positively and significantly influenced by online reviews and also the quality of the food of consumers who visit the Manado BBQ Restaurant. The research suggestion is that further research is needed on other factors outside of this research model that affect the purchase intention of restaurant consumers in Manado City.

 

Keywords: online review, food quality, purchase intention, restaurant