JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

The Influence of Promotion, Price Perception and Product Quality on Purchasing Decisions: Mediation of Brand Image and Moderation of Word of Mouth Consumers of SMEs in Kampung Tahu Kediri

Reza, Osyta Chrisdianti Mei (Unknown)
Ambarwati , Diana (Unknown)
Munawaroh , Nuril Aulia (Unknown)

Article Info

Publish Date
15 Jan 2026

Abstract

This study examines the effects of promotion, price perception, and product quality on purchasing decisions, with brand image as a mediator and word of mouth (WOM) as a moderator, in MSMEs at Kampung Tahu Kediri. Using SEM-PLS and 384 respondents, results reveal that promotion and product quality significantly influence purchasing decisions, while price perception does not. Brand image mediates the relationship between the three variables and purchasing decisions. WOM positively affects purchasing decisions and moderates the effect of price perception, but not promotion or product quality. Findings offer insights for enhancing MSME marketing strategies.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...