Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JURNAL MANAJEMEN MOTIVASI
Reza, Osyta Chrisdianti Mei
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Promotion, Price Perception and Product Quality on Purchasing Decisions: Mediation of Brand Image and Moderation of Word of Mouth Consumers of SMEs in Kampung Tahu Kediri Reza, Osyta Chrisdianti Mei; Ambarwati , Diana; Munawaroh , Nuril Aulia
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8589

Abstract

This study examines the effects of promotion, price perception, and product quality on purchasing decisions, with brand image as a mediator and word of mouth (WOM) as a moderator, in MSMEs at Kampung Tahu Kediri. Using SEM-PLS and 384 respondents, results reveal that promotion and product quality significantly influence purchasing decisions, while price perception does not. Brand image mediates the relationship between the three variables and purchasing decisions. WOM positively affects purchasing decisions and moderates the effect of price perception, but not promotion or product quality. Findings offer insights for enhancing MSME marketing strategies.
Co-Authors Ambarwati , Diana Munawaroh , Nuril Aulia