The Effect of Word-of-Mouth (WOM) and Atmosphere on Competitive Advantage at Rumah Makan Rasa Leluhur, Medan City
Abstract
The culinary industry in Medan City is growing rapidly, with over 2,002 restaurants operating as of 2025, creating intense competition. Rumah Makan Rasa Leluhur, a traditional restaurant in Medan, faces challenges in maintaining its competitive advantage amid increasing rivalry. This study aims to analyze the effect of Word of Mouth (WOM) and store atmosphere on the competitive advantage of Rumah Makan Rasa Leluhur in Medan City, both partially and simultaneously. This research employed a quantitative associative approach. Data were collected through questionnaires distributed to 100 respondents selected using incidental sampling. The research variables include Word of Mouth (X₁), Store Atmosphere (X₂), and Competitive Advantage (Y). Data analysis was conducted using multiple linear regression, classical assumption tests, t-test, F-test, and coefficient of determination (R²). The results show that Word of Mouth has a positive and significant partial effect on competitive advantage (t = 4.695 > t-table = 1.661; sig. = 0.001) with a partial contribution of 15.5%. Store Atmosphere also has a positive and significant partial effect (t = 4.917 > t-table = 1.661; sig. = 0.001) with a partial contribution of 17.1%. Simultaneously, both variables significantly influence competitive advantage (F = 23.487 > F-table = 3.09; sig. < 0.001), explaining 32.6% of the variance (R² = 0.326). These findings suggest that improving positive word of mouth communication and enhancing the physical store atmosphere are key strategies for strengthening the competitive position of Rumah Makan Rasa Leluhur.
Downloads
References
Bancin, J. B. (2021). Citra merek dan word of mouth: Peranannya dalam keputusan pembelian mobil Nissan Grand Livina. CV Jakad Media Publishing.
Fajri, K. (2024). Buku ajar perencanaan dan operasional perjalanan wisata. Deepublish Digital.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Gunawan, D., Pratiwi, A. D., Arfah, Y., & Hartanto, B. (2022). Keputusan Pembelian Skincare Safi Berbasis Media Marketing. PT Inovasi Pratama Internasional.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage.
Hardiyono, Herison, R., Latief, I. F., Hasniati, & Putri, A. R. F. (2023). Pengantar bisnis internasional. Nas Media Indonesia.
Hertita, D. (2023). Setiap Pebisnis Harus Tahu Promo Upselling Cross-Selling Ini! PT Elex Media Komputindo.
Jaeger, L.-C., & Höhler, J. (2021). Using word of mouth data from social media to identify asymmetric competition in food retailing. Journal of Retailing and Consumer Services, 58, 102284. https://doi.org/10.1016/j.jretconser.2020.102284
Kuncoro, M. (2020). Strategi Meraih Keunggulan Kompetitif di Era Industri 4.0. Andi Offset.
Mamuaya, N. C. I. (2021). Faktor situasional, atmosfer toko, promosi penjualan, motivasi belanja hedonik pada pembelian impulsif konsumen. CV Azka Pustaka.
Mayasari, R., Ariyanti, I., Jovan, F., Harbi, J., Prina, F. H., Desti, L., Masnila, N., & Sunardi. (2023). Referensi inisiasi UMKM pengolahan hasil hutan. Deepublish Digital.
Michael Gho, Dedy Lazuardi, & Ihdina Gustina. (2023). THE INFLUENCE OF E-WORD OF MOUTH AND E-COMMERCE ON CONSUMER DECISIONS IN CHOOSING THE INDRIVE ONLINE TRANSPORTATION APPLICATION (CASE STUDY OF MARINDAL I, PATUMBAK I DISTRICT). PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC), 2, 232–241. https://doi.org/10.47663/ibec.v2i1.114
Mohammad Alif Fazrin, Budi Wahyu Fitriadi, & Ai Kusmiati Asyiah. (2024). Pengaruh Variasi Menu dan Store Atmosphere terhadap Keunggulan Bersaing. PPIMAN Pusat Publikasi Ilmu Manajemen, 2(4), 199–211. https://doi.org/10.59603/ppiman.v2i4.554
Muharam, A. H. (2025). Pemodelan Persamaan Struktural Kinerja Bisnis UMKM Pengolahan Makanan. Wawasan Ilmu.
Muin, A. (2023). Buku Ajar Metode Penelitian Kuantitatif. Edisi Pert. CV Literasi Nusantara Abadi.
Mumu, S., Harinie, L. T., Herliana, S., Yudawisastra, H. G., Sabridah, Rinuastuti, B. H., Haryono, S., Sari, D. F., Arivetullatif, A., Widyawati, R., Octoyuda, E., Ningtyas, H. I. R., Setiorini, K. R., Suparjiman, & Darsana, I. M. (2025). Dasar dan konsep strategi bisnis. Penerbit Intelektual Manifes Media.
Nash, H., Safii, A. A., & Anom, L. (2025). Exploring Gastronomic Value in Increasing the Competitive Advantage of Traditional Restaurants. ABM: International Journal of Administration, Business and Management, 97–103.
Nasution, U. B., Yushin, M., Judinata, L., Putra, S. D., Anggraini, M. A., & Setiyono, K. (2024). Bisnis kuliner: Teori dan strategi pengembangan bisnis kuliner. PT Sonpedia Publishing Indonesia.
Ningsih, M. S., & Prayoga, Y. (2025). Faktor-Faktor yang Mempengaruhi Keunggulan Bersaing Kenzi Cafe di Era Modern. Jurnal Bisnis Mahasiswa.
Nugroho, J., Hermawan, I., Inayah; Suharmanto, & Khakim, L. (2023). Building Competitive Advantage from the Perspective of Store Atmosphere, Service Quality, and E-WOM. IJEVSS (International Journal of Education, Vocational, and Social Science), 141–155.
Putri, A. N. N., Elhuda, A. Z., Oktavia, A. R., Putra, A. P., Ananto, B., Agusty, M. F., Husin, M. I. F., Vustika, N. A., Hidayati, N. A., Astiaranti, P. R., Akbar, S. S., Widyaningrum, S., Rizki, S., & Intan, Y. S. (2025). Dinamika komunikasi pemasaran di era transformasi digital. Nasmedia.
Putri, N. T. (2018). Manajemen Kualitas Terpadu: Konsep, Alat dan Teknik, Aplikasi. Indomedia Pustaka.
Reicha Artha Maudia, Agung Pujianto, & Ute Chairuz M.Nasution. (2025). Pengaruh Store Atmosphere, Kualitas Pelayanan, dan Ragam Produk terhadap Keputusan Pembelian di Restoran Yaw Yaw Surabaya. Anggaran : Jurnal Publikasi Ekonomi Dan Akuntansi, 3(2), 451–465. https://doi.org/10.61132/anggaran.v3i2.1510
Rosadi, R., Kurniawan, L. A., Aziz, S., & Huda, N. (2023). PENGARUH ATMOSFER TOKO DAN CITRA TOKO TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA PELANGGAN SUPERINDO SUPERMARKET KARAWANG). Jurnal Manajemen Bisnis Dan Organisasi, 2(1). https://doi.org/10.58290/jmbo.v2i1.130
Situmorang, I. R., & Chelsya; Tiffany. (2025). The Influence of Word of Mouth and Influencer Marketing on Purchase Decisions of Aqua Products in Medan City. Manajemen: Jurnal Ekonomi USI, 266–273.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sutisna, D., & Susan, M. (2022). Perilaku konsumen: Sebagai dasar untuk merancang strategi pemasaran. Penerbit ANDI.
Tusri, Y., Ikhvansatriyo, Y., Adelina, C., & Gultom, A. W. (n.d.). Pengaruh Cita Rasa dan Word Of Mouth terhadap Keputusan Pembelian pada Rumah Makan Dieng Prabumulih. 2025.
Usiña-B, G., & Celi-Pinza, D. (2024). nalysis of the Factors Influencing the Intention to Share Information: Word-of-Mouth About Fast-Food Restaurants. Foods (MDPI), 1–17.
Copyright (c) 2026 Junaedi Caga, Dedy Lazuardi, Irvan Rolyesh Situmorang, Elisabeth Nainggolan, Idina Gustina
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
