NIAT BERKUNJUNG KE SURABI TERAS CIPUTAT: ENGAGEMENT INSTAGRAM DAN SIKAP TERHADAP E-WOM

Abstract

word of mouth (e-WOM) relevant to consumers’ intentions to visit culinary businesses. This study investigates the relationship between Instagram engagement, attitudes toward e-WOM, and visit intention at Surabi Teras Ciputat. The research employed a quantitative survey of 99 respondents selected through purposive non-probability sampling. Questionnaire data were analyzed using simple and multiple linear regression with IBM SPSS 26. The simple regression results indicate a positive relationship between engagement and visit intention (B = 0.776; t = 6.689; p < 0.001) and between attitude toward e-WOM and visit intention (B = 0.661; t = 7.404; p < 0.001). In the multiple regression model, engagement (B = 0.485; t = 4.537) and attitude toward e-WOM (B = 0.514; t = 5.374) both show positive coefficients. The simultaneous test yields F = 43.242, p < 0.001, and an R-squared value of 0.474, indicating that the two predictors jointly account for 47.4% of the variation in visit intention. The findings highlight the relevance of engaging Instagram content and favorable consumer evaluations of online reviews in developing prospective customers’ interest in visiting a local culinary establishment. Practical implications concern interactive communication and the transparent management of customer-generated information.