Peran Word of Mouth dan Purchase Retention dalam Memediasi Hubungan Persepsi Konsumen terhadap Brand Image Studi Kasus pada Pabrik Tahu Pak Tikno Bandar Lampung

Auliya Wanikmah (Institut Teknologi Sumatera)
Andhyka Tyaz Nugraha (Institut Teknologi Sumatera)
Rizqi Wahyudi (Institut Teknologi Sumatera)

CAPITAL: JURNAL EKONOMI DAN MANAJEMEN
Vol. 10 No. 01 (2026)

This study aims to examine the effect of consumer perception on brand image at Tahu Pak Tikno MSME in Bandar Lampung, with word of mouth and purchase retention as mediating variables, as well as to identify priorities for product quality improvement. Data from 115 customers were collected through questionnaires using purposive sampling and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Importance-Performance Map Analysis (IPMA) with the assistance of SmartPLS 4. The results show that consumer perception has a positive and significant effect on word of mouth and purchase retention, but does not have a direct effect on brand image. Word of mouth and purchase retention have positive and significant effects on brand image and mediate the relationship between consumer perception and brand image. The IPMA results indicate that purchase retention is the most important construct in shaping brand image. Among the product attributes, color has the highest importance, while taste is the priority for improvement based on the combination of importance and performance. These findings provide a basis for developing quality control measures for taste, color, and size, as well as strengthening word of mouth and purchase retention to enhance the brand image of Tahu Pak Tikno MSME.