PENGARUH KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI ELECTRONIC WORD OF MOUTH (Studi pada Konsumen di Oura Cafe & Restaurant Malang)

Competitive restaurant industry, understanding consumer needs and expectations is crucial to creating a comfortable experience, which ultimately has a positive impact on customer satisfaction and future purchasing decisions. The objective of this study is to describe the effect of service quality on purchase decisions through Electronic Word of Mouth and to analyze the influence of service quality and E-WOM on purchase decisions. Furthermore, this study analyzes the effect of service quality on E-WOM and examines the indirect effect of service quality on purchase decisions through E-WOM as a mediating variable at Oura Cafe & Restaurant Malang. This research uses a quantitative method with a causal correlational research design. The population consists of customers of Oura Cafe & Restaurant Malang. The sampling technique used is purposive sampling, with a total sample of 130 respondents. Data were collected using questionnaires. Data analysis was conducted using SEM-PLS with the help of SmartPLS software. The results of the study indicate that service quality has a positive and significant influence on purchase decisions. E-WOM also has a positive and significant effect on purchase decisions. In addition, service quality has an indirect effect on purchase decisions through E-WOM as a mediating variable.