Pengaruh Performative Name Calling Service dan Credibility Content terhadap Keputusan Berkunjung melalui Electronic Word of Mouth pada Kedai Pinara Semarang Effect of Performative Name Calling Service and Credibility Content on Visiting Decisions through Electronic Word of Mouth at Kedai Pinara Semarang

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Page Numbers: 524-544
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Published: Feb 6, 2026
Digital Object Identifier: 10.58578/arzusin.v6i1.9063
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Authors:
Muhammad Faiqul Ilmi1*, Nurhidayati Nurhidayati2
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Muhammad Faiqul Ilmi
Universitas Islam Sultan Agung
Nurhidayati Nurhidayati
Universitas Islam Sultan Agung

Abstract

Intensifying competition in the culinary industry has encouraged business actors to develop experience-based and digital content–driven marketing strategies capable of capturing consumer attention, in line with the rise of viral marketing phenomena that combine creative on-site service with the dissemination of content via social media. This study aimed to analyze the influence of Performative Name Calling Service and Credibility Content on visiting decisions, with Electronic Word of Mouth (E-WOM) as an intervening variable at Kedai Pinara Semarang. A quantitative approach was employed using a survey of 100 respondents who were social media users and had previously viewed Kedai Pinara’s promotional content, selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed with the Partial Least Squares (PLS) method. The results showed that Performative Name Calling Service and Credibility Content had a positive and significant effect on E-WOM and visiting decisions. In addition, E-WOM had a positive and significant effect on visiting decisions and was able to mediate the influence of Performative Name Calling Service and Credibility Content on visiting decisions. These findings indicate that performative forms of service and credible digital content can strengthen online consumer-to-consumer communication, thereby increasing consumers’ interest in and decisions to visit. This study provides practical implications for culinary business actors to integrate unique service experiences with trustworthy digital content strategies to enhance consumer appeal and visitation.

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How to Cite
Ilmi, M. F., & Nurhidayati, N. (2026). Pengaruh Performative Name Calling Service dan Credibility Content terhadap Keputusan Berkunjung melalui Electronic Word of Mouth pada Kedai Pinara Semarang. ARZUSIN, 6(1), 524-544. https://doi.org/10.58578/arzusin.v6i1.9063

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Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

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