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All Journal AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
I Wayan Sunia
Universitas Pendidikan Nasional (UNDIKNAS) Denpasar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Image, Word of Mouth, dan Persepsi Harga terhadap Keputusan Konsumen Pembelian Produk Minyak Kutus-Kutus di Kota Denpasar Ida Bagus Gede Bajra Siangan; I Wayan Sunia; Ni Putu Nina Eka Lestari
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 1 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i1.1722

Abstract

The growing competition in the herbal industry requires companies to strengthen their marketing strategies to maintain consumer loyalty. Kutus-Kutus Oil, a traditional herbal product in Denpasar, faces challenges in sustaining purchase decisions amid similar competing brands. This study aims to examine the influence of brand image, word of mouth, and price perception on consumer purchase decisions for Kutus-Kutus Oil in Denpasar City. The research employed a quantitative associative approach with 99 respondents selected using the Slovin formula. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 26. The results show that brand image, word of mouth, and price perception each have a positive and significant effect on consumer purchase decisions. Simultaneously, these three variables explain 63.7% of the variation in purchase decisions, indicating that consumer perception of brand strength, peer recommendations, and price fairness plays a key role in determining buying behavior. These findings suggest that enhancing brand credibility and managing online consumer engagement can strengthen the market position of local herbal products.
Pengaruh Customer Experience, Electronic Word Of Mouth (E-Wom), Dan Cafe Atmosphere Terhadap Keputusan Pembelian Konsumen Di Warung Saro Sanur Ida Bagus Ary Indra Dhuaja; I Wayan Sunia; Ni Putu Nina Eka Lestari
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 1 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i1.1725

Abstract

The increasing competition in the food and beverage (F&B) industry requires businesses to create a distinctive and satisfying experience for customers. Warung Saro Sanur, a local restaurant combining modern and traditional concepts, strives to enhance its customer experience through interior design, service quality, and consistent product standards. This study aims to examine the influence of Customer Experience, Electronic Word of Mouth (E-WOM), and Café Atmosphere on Consumer Purchase Decisions at Warung Saro Sanur. The research applied a quantitative approach with a sample of 75 respondents determined using Ferdinand’s sampling formula. Data were collected through observation, documentation, and questionnaires, and analyzed using multiple linear regression with SPSS version 26. The findings indicate that Customer Experience, E-WOM, and Café Atmosphere each have a positive and significant effect on consumer purchase decisions, both partially and simultaneously. The coefficient of determination (R²) shows that 77.2% of consumer purchase decisions are explained by the three variables. These results suggest that creating a pleasant café environment and encouraging positive online reviews can strengthen consumers’ purchasing intentions and enhance brand loyalty in the F&B sector.
Co-Authors Ida Bagus Ary Indra Dhuaja Ida Bagus Gede Bajra Siangan Ni Putu Nina Eka Lestari