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All Journal Aplikasi Administrasi: Media Analisa Masalah Administrasi
Anisa Septia Mahardiani
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Social Sciences

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Pengaruh Cita Rasa dan Harga Produk terhadap Word of Mouth (WOM) pada Konsumen Produk Healthy Boost Juice Nor Fadhilatur Rohma; Aisyah Armistya Putri; Anisa Septia Mahardiani; Nindya Kartika Kusmayati; Nunuk Latifah
Aplikasi Administrasi: Media Analisa Masalah Administrasi Volume 29 Nomor 1
Publisher : Faculty of Social and Political Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30649/aamama.v29i1.335

Abstract

This study is designed to examine the effects of product taste and pricing on word of mouth (WOM) within the healthy beverage sector. A quantitative method was applied, utilizing Partial Least Squares–Structural Equation Modeling (PLS-SEM) as the analytical technique. The data were obtained from a sample of l00 respondents. The findings indicate that both taste and price have a significant impact on WOM, with taste demonstrating a more substantial influence. The analysis using the Partial Least Squares approach involves evaluating the structural model, testing construct validity, and ensuring the reliability of the measurement model. The results further reveal that higher price perceptions can enhance consumer appreciation and increase the likelihood of sharing experiences. Additionally, when consumers perceive the taste as satisfying and the price as commensurate with product quality, they are more inclined to recommend the product to others. These findings highlight that superior taste and appropriate pricing play a crucial role in strengthening customer loyalty and encouraging positive WOM in the healthy beverage industry.
Co-Authors Aisyah Armistya Putri Latifah, Nunuk Nindya Kartika Kusmayati Nor Fadhilatur Rohma