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Ismawati, Iis
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Pengaruh Harga, E-WOM Melalui Mediasi Citra Merek Terhadap Keputusan Pembelian Kopi Motor Keliling Ismawati, Iis; Nofianti, Sri; Raflis, Hidayat; Hendriani, Riva; Hanum, Latifa
Jurnal Ekonomi dan Bisnis Dharma Andalas Vol 28 No 1 (2026): Jurnal Ekonomi dan Bisnis Dharma Andalas
Publisher : Universitas Dharma Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebd.v28i1.2419

Abstract

This study aims to examine the influence of price and electronic word-of-mouth (E-WOM) on the purchase decisions for mobile coffee bike products, with brand image as a mediating variable. The research was conducted in two locations: Payakumbuh City and the Fifty Cities Regency. The sampling technique employed was accidental sampling, with data collected from 174 respondents using questionnaires. The analysis was performed using the Partial Least Squares (PLS) method with the SmartPLS 3.0 application. The results indicate that the constructed model is valid, reliable, and has good predictive power. Product price, E-WOM management, and brand image in the mobile coffee bike business each have a significant positive direct effect on purchase decisions. The indirect relationship was only significant for the variables of price and brand image, while it was not significant for the E-WOM variable. This suggests that the brand image variable operates through different mediation mechanisms in influencing purchase decisions. The implications of this research are that mobile coffee bike entrepreneurs should focus on implementing strategic pricing relevant to their value proposition, accompanied by active E-WOM management and consistent brand building to optimally enhance consumer purchase decisions. Furthermore, to remain competitive, businesses need to optimize the use of social media in communicating with consumers to increase buyer interest, particularly among the younger generation, which tends to have a high dependency on smartphone usage Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh harga dan E-WOM terhadap Keputusan pembelian kopi motor keliling melalui mediasi variabel citra merek. Penelitian dilakukan di dua lokasi yaitu Kota Payakumbuh dan Kabupaten Lima Puluh Kota. Teknik pengambilan sampel menggunakan accidental sampling. Jumlah sampel adalah 174 responden dengan teknikpengumpulan data menggunakan kuesioner. Partial Least Square (PLS) dengan alat bantu aplikasi SmartPLS 3.0 merupakan teknik yang dipilih dalam penelitian ini. Hasil penelitian menunjukkan bahwa model yang dibangun valid, reliabel dan memiliki kekuatan prediksi yang baik. Harga produk, pengelolaan E-WOM, citra merek pada usaha kopi motor keliling secara langsung berpengaruh positif signifikan terhadap keputusan pembelian. Hubungan tidak langsung hanya signifikan pada variabel harga dan citra merek, sementara untuk variabel E-WOM tidak signifikan, menunjukkan bahwa variabel citra merek memiliki mekanisme mediasi yang berbeda dalam mempengaruhi Keputusan pembelian. Implikasi dari penelitian ini adalah bagi pelaku usaha kopi motor keliling perlu focus pada penetapan harga strategis yang relevan dengan value proporsition yang diiringi dengan manajemen E-WOM yang aktif dan membangun citra merek yang konsisten agar dapat memberikan hasil optimal dalam meningkatkan Keputusan pembelian konsumen. Selanjutnya agar mampu bersaing, pelaku usaha perlu melakukan optimalisasi penggunaan media social dalam berkomunikasi dengan konsumen untuk meningkatkan minat pembeli terutama generasi muda yang cenderung memiliki ketergantungan yang tinggi pada penggunaan smartphone.
Co-Authors Adrallisman, Adrallisman AFRIANTI, NINA Agustin, Evi Avicenna Ahmad Sukandar Albany, Sophia Fadhila Ani Andriyani Annisa, Amartya Nadhia Ardian Pratama, Nata Ardini Saptaningsih Raksanagara, Ardini Saptaningsih Aryanti, Lisa Ayu Aulia, Rachmasari Canna, Nurhasanah Catur Wulansari, Erma Deden Saprudin DESTRIANA, NICKEN Diah Kusumastuti, Diah Dyah Ariyani, Wiwik Erwin Erwin Fadhlurrahman A, Syafiq Firman Fuad Wirakusumah Fransisca Debora Hadijah, Ifah Hamid Patilima Hanifa, Imam Abu Hasan Ibrahim Hasanudin, Agus Ismaya Hendriani, Riva Hikmah, Anisa Nurul Imam Abu Hanifah Indra Permana, Indra Iqbal Maulana Irfan Dwi Nurcahya Irmawanti, Irmawanti Latifa Hanum Latifahiansyah, Inas Lifaldi, Bahri Lina Marliana Hidayat Lusepi Mahmudah, Rif’atul Maimunah, Maimunah Maptuha, Mamat Mardaweni, Riri Marta, Andrik Maulani, Alfi Mayuni, Ani Mazda Eko Sri Tjahjono, Mazda Eko Sri Megawati*, Farah Tri Mukhlis Mukhlis Mulyanah Mulyasari, Windu Nani Rohaeni, Nani Nay Lufar Nihlatunnisa, Nihlatunnisa Nila Sari Nirwanto, Yogi Nofianti, Sri Nur Fadila, Azzahra Nurhasanah Nurhasanah Nurhayati Soleha, Nurhayati Nuriansyah, Rifan Nursetiana, Nursetiana Pujiarto, Pujiarto Raflis, Hidayat Rahma, Naya Aqnia Rahmawati, Gina Ramadhanti, Lifia Citra Rudi Zulfikar Salim Salim, Salim Sillia, Nova Siska Fitrianti Soerono, Ayu Noorida Suherman, Usep Syarif Abdullah Ukrita, Indria Wisra, Raeza Firsta Wiyono, Slamet Wulandari, Diah Ayu Putri Zilfikar, Rudi