THE INFLUENCE OF WORD OF MOUTH ON PURCHASE BEHAVIOR IN THE FOOD INDUSTRY: A CASE STUDY

Abstract

The type of promotion that significantly influences customer purchasing decisions is word of mouth (WOM) or what is often known as word of mouth recommendations. This research aims to examine the impact of WOM on product purchase decisions, focusing on Seblak Bibuk as the object of study. Business competition in the food industry is increasingly intense, particularly in the Seblak market, which has innovated and become more modern. Seblak is now served in a buffet-style model, allowing consumers to choose what they want. According to literature, WOM is considered an efficient and trustworthy source of information. This research uses a quantitative method with surveys and data collection method is carried out by questionnaire distribution. The research results show that WOM has a significant influence on consumer decisions. Many individuals recommend products they have tried or consumed to others, which, in turn, influences the purchase decisions of others. In this context, information obtained from others' recommendations has been shown to greatly impact purchase decisions of Seblak Bibuk. Consumers who receive recommendations often make purchases, and those who have purchased are satisfied due to the good taste, service, and cleanliness of the place. This research also shows that recommendations from others not only increase trust but also motivate individuals to purchase the recommended products. Therefore, WOM becomes a highly efficient marketing strategy to boost sales and build customer loyalty.