The role of innovation capability to improve marketing performance in food SMEs

This study aims to determine the effect of word of mouth (WOM), also known as word-of-mouth marketing, on purchasing decisions, with buying interest serving as an intervening variable. The target of this research was consumers of Rumah Kaca Coffee & Eatery in Jambi City. The population and sample consisted of customers of Rumah Kaca Coffee & Eatery, with a total of 100 respondents. The exploratory study was conducted from July to December 2022. Quantitative research methods were employed, and data were collected through questionnaire distribution. Data were analyzed using descriptive statistical analysis and the Structural Equation Modeling (SEM) technique, with Partial Least Squares (PLS) as the analytical method through the SmartPLS 4 program (Version 4.0.8.8). The findings revealed that word of mouth has a positive and significant effect on purchase intention.