Word of Mouth for Consumers: All-You-Can-Eat Japanese Restaurants

This study aimed to examine and analyze the effect of word of mouth on the purchasing decisions of consumers of all-you-can-eat Japanese restaurants. The type of research was causal quantitative analysis tested using a linear regression test. The sampling technique was purposive sampling. The samples were 100 all-you-can-eat Japanese restaurant consumers in Surabaya, Indonesia. The results showed that word of mouth had a positive and significant influence on purchasing decisions. It was a new study. Thus, this research could help manage the restaurant business, thereby improving the existing marketing performance.