Pengaruh E-Wom dan Brand Awareness terhadap Purchase Intention di Restoran Nippon-Kan Jakarta Pusat

Apart from providing rooms, the hotel also provides a restaurant. One of restaurants in Central Jakarta is Japanese restaurant Nippon-Kan. Entering digital era, internet-based marketing has begun to be utilized by business actors. E-WOM strategy that widely used today. By utilizing internet, customer information and reviews about will disseminated various discussion forums so can influence purchase intentions. In addition E-WOM, brand awareness affect This study aims inspect evaluate effect on intentions at Nippon-Kan restaurants. The theories are theory, planned behavior theory. research method was collect data through questionnaire then process it with SmartPLS 3.2.9. results explain have positive significant outcome Nippon-Kan, Jakarta. implication this deliberation for every company increase been implemented. For public, expected afford knowledge consumer academics, give new additional references further research.Keyword: Brand Awareness; E-WOM; Purchase Intention