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All Journal Jurnal Ilmiah Universitas Batanghari Jambi EKONOMIS : Journal of Economics and Business Jesya (Jurnal Ekonomi dan Ekonomi Syariah) JOURNAL OF SCIENCE AND SOCIAL RESEARCH Pena Justisia: Media Komunikasi dan Kajian Hukum BASKARA: Journal of Business and Entrepreneurship Jurnal Abdidas BERNAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Muhammadiyah Manajemen Bisnis (JMMB) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Digital Business Progress Management and Business Progress Community Service Progress Jurnal Pengabdian Masyarakat SAPANGAMBEI MANOKTOK HITEI
Rakhmawati Purba
Manajemen, STIE Bina Karya Tebing Tinggi
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THROUGH BRAND IMAGE, PRICE PERCEPTION, AND WORD OF MOUTH) ON THE DECISION TO PURCHASE SYIFA POTATO DONUTS Rizki Ayunda Lestari; Anastasya Putri Khumaira.S; Rakhmawati Purba; Willy Cahyadi
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 3 (2026): June
Publisher : CV. Radja Publika

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Abstract

This study aims to analyze the influence of Brand Image, Price Perception, and Word of Mouth (WOM) on purchasing decisions of Syifa Potato Donuts in Tebing Tinggi, North Sumatra, amidst tight culinary competition. Using a quantitative approach with SmartPLS analysis on 96 consumer respondents through a Likert scale questionnaire, the results show that partially the three variables have no significant effect (t-statistic <1.96), but simultaneously have a positive and significant effect (F-count 10.2469> F-table 3.09) with a contribution of 51.5% (R-square 0.515). The conclusion emphasizes an integrated strategy of the three factors to build competitive advantage.
Co-Authors Abednego Abednego Abednego Ketaren Abednego Ketaren Abednego Ketaren Aisyah Siregar Aisyah Siregar Alimul Hakim Anastasya Putri Khumaira.S Andika Andika Anisa Fadhila Aurelia Sekar Rini Ayu Zurlaini Damanik Ayu Zurlaini Damanik Ayu Zurlaini Damanik Bagus - Bayu - Bobby Hartanto Bunga Sabrina Bunga Van Dwi Cahyadi, Willy Cai Cen, Cia Candrasa, Limega Desi Khairani Didik Rahmat Prayuda Dwi Jayanti Dwiva Afrilia Eka Juli Nurhalizah Fauziah Nur Fikri Khairullah Fitrianingsih, Fitrianingsih Frederick Rudi Sentosa Rajagukguk Gustiana Dewi Hastuti Handayani Harahap Indri Ayu Pratiwi Intan Larasati Jesica Mia Elisabeth Silalahi Juwita Juwita Kumala Vera Dewi Kumala Vera Dewi Lusi Rahmawati Mangasi Sinurat Maria Magdalena Lumban Tobing Mei Ferdin Zai Meika Andini Mhd Ardana Pratama Mhd Ridho Akbar Lubis Mhd Rizky Dwi Anggoro Mhd Rizky Pradana Michael Cittaro Miftahul Jannah Muhammad Ichsan Fauzan Muthia Chairunisa Nasution Nadya Indayani Ngatemin Ngatemin Nikson Sitindaon Novia Endiyani Nurmayladzi Laisa Rahmah Hidayati Rahmat Darmawan Raja Mangaratua Nainggolan Rapat Piter Sony Hutauruk Rapat Piter Sony Hutauruk Rika Sartika Rika Zaluku Risa Dwi Diyanti Riska Indriani Rizki Ayunda Lestari Rizki Farhan Alfi Alfi Rizki Wulanita Batubara Rizki Wulanita Batubara rizki wulanita batubara Roni Nasution Rumiris Siahaan Rumiris Siahaan Rumiris Siahaan Rusmewahni Rusmewahni Rusmewahni Rusmewahni Rusmewahni Safira Tania Sari, Lira Mustika Sarwoto Sarwoto Shania Mega Oktavia Sinaga Shofyan Roni Sri Hardiyanti Damanik Sri Winda Hardiyanti Damanik Sri Winda Hardiyanti Damanik Sri Winda Hardiyanti Damanik Suci Etri Jayanti Suci Etri Jayanti S Suci Etri Jayanti. S Suwadi Suwadi Syafrizal, Rodi Tiara Adriani Tiara Antika Umar Hamdan Nasution Victor Victor Viktor Viktor Yaumi Arfah Noor Arneta Zaki Damanik