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All Journal JURNAL PENDIDIKAN TAMBUSAI Management Studies and Entrepreneurship Journal (MSEJ) Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Abdibaraya: Jurnal Pengabdian Masyarakat Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Manis : Jurnal Manajemen dan Bisnis KAMBOTI : Jurnal Sosial dan Humaniora
Pelupessy, Merry Margareth
Jurusan Manajemen Fakultas Ekonomi Dan Bisnis Universitas Pattimura, Ambon, Maluku, Indonesia
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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ANALISIS PENGARUH HARGA KOMPETITIF, WORD OF MOUTH DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN COKELAT SULAMINA DI KEPULAUAN SULA MALUKU UTARA (Studi Kasus: Pabrik Sulamina) Yainahu, Nur Mala; Pelupessy, Merry Margareth; Ayunani, Faras Zulina; Saununu, Siska Jeanete
Manis: Jurnal Manajemen dan Bisnis Vol 9 No 1 (2025): MANIS : Jurnal Manajemen dan Bisnis
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/manis.9.1.77-87

Abstract

This study aims to analyze the influence of competitive price word of mouth and brand image on the purchase decision of Sulamina Chocolate in the Sula Islands Regency (Sanana), North Maluku. Sulamina Chocolate is a local cocoa-based product that has become known as a regional specialty souvenir. This research applies a quantitative approach using a survey method by distributing questionnaires to 100 respondents who have purchased the product. Data analysis was conducted using multiple linear regression assisted by SPSS software. The results show that price has a positive and significant influence on purchasing decisions, with a significance value of 0.034. Word of mouth is the most dominant factor, with a significance value of 0.000 and the highest regression coefficient (0.641). Brand image also shows a positive and significant influence with a significance value of 0.044. Together, these three variables contribute to the purchasing decisions of Sulamina Chocolate. These findings suggest that implementing competitive pricing, strengthening word of mouth, and enhancing brand image can effectively increase consumer purchasing decisions toward sulamina chocolate products.
Co-Authors Asnawi , Aisah Ely, Sugiarto Faras Zulina Ayunani Fitriani Fitriani Fitriani Fitriani Grace H Tahaparry Huwae, Victor Ernes Malik, Jihadtullah Muhammad Pattiselanno, Grace F. Restia Christianty Sarifuddin Sarifuddin Saununu, Siska Jeanete Steven Ruhulessin Tabelessy, Walter Tahaparry, Grace H Tehuayo, Erlinda Tubalawony, Jacsy Turukay, Evracia Yainahu, Nur Mala