DAMPAK KUALITAS MAKANAN DAN KUALITAS LAYANAN TERHADAP E-WOM DIMEDIASI OLEH KEPUASAN PELANGGAN (Studi: Warung Sarie – Ayam Tulang Lunak Khas Bali)

Abstract

The purpose of this research is to explore the impact of food and service quality on customer satisfaction and electronic word-of-mouth (E-WOM) at Warung Sarie-Ayam Tulang Lunak Khas Bali. The study investigates several key questions: (1) How does food quality affect customer satisfaction? (2) What is the effect of service quality on customer satisfaction? (3) How does food quality influence E-WOM? (4) What is the impact of service quality on E-WOM? (5) Does customer satisfaction mediate the relationship between food quality and E-WOM? (6) Does customer satisfaction mediate the relationship between service quality and E-WOM? This research adopts a quantitative approach, using a sample of 96 respondents, with data analyzed through Partial Least Squares (PLS) via SmartPLS software. The findings reveal that both food quality and service quality significantly contribute to customer satisfaction. Additionally, food quality has a notable impact on E-WOM, whereas service quality does not have a direct effect on E-WOM. Moreover, customer satisfaction does not serve as a mediator in the relationship between either food quality or service quality and E-WOM. These results imply that while enhancing food and service quality can improve customer satisfaction and potentially affect online reviews, customer satisfaction does not entirely mediate the connection between quality factors and E-WOM. This study offers useful insights for restaurant owners, especially in areas of marketing strategy and customer experience enhancement.