THROUGH BRAND IMAGE, PRICE PERCEPTION, AND WORD OF MOUTH) ON THE DECISION TO PURCHASE SYIFA POTATO DONUTS

Rizki Ayunda Lestari (Sekolah Tinggi Ilmu Ekonomi Bina Karya)
Anastasya Putri Khumaira.S (Sekolah Tinggi Ilmu Ekonomi Bina Karya)
Rakhmawati Purba (Sekolah Tinggi Ilmu Ekonomi Bina Karya)
Willy Cahyadi (Sekolah Tinggi Ilmu Ekonomi Bina Karya)

International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Vol. 6 No. 3 (2026): June

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.