ANALISIS PENGARUH HARGA KOMPETITIF, WORD OF MOUTH, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN COKELAT SULAMINA DI KEPULAUAN SULA (SANANA) MALUKU UTARA
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.
Keywords: Competitive Price, Word of Mouth, Brand Image, Purchase Decision, Sulamina Chocolate
Downloads
References
Afifah, Afra, and Saefudin Zuhdi. 2022. “Pengaruh Citra Perusahaan, Kepercayaan, Dan Word Of Mouth Terhadap Kepuasan Pelanggan Pada PT Grab Teknologi Indonesia.” Jurnal Ilmiah Manajemen Kesatuan 10(1):87–96. doi: 10.37641/jimkes.v10i1.1276.
DeSoucey, Michaela. 2010. “Gastronationalism: Food Traditions and Authenticity Politics in the European Union.” American Sociological Review 75(3):432–55. doi: 10.1177/0003122410372226.
Nurmono, Nurmono. 2022. “Pengaruh Harga Dan Citra Merek Terhadap Keputusan Pembelian Burger King Di Botani Square Bogor.” Jurnal Arastirma 2(2):214. doi: 10.32493/arastirma.v2i2.23172.
Pratyaharani, Hilda Puspita, Arif Imam Suroso, and Joko Ratono. 2022. “Pengaruh Harga, Citra Merek, Kualitas Produk Dan Gaya Hidup Terhadap Keputusan Pembelian Perlengkapan Bayi Bagi Ibu Milenial.” Jurnal Aplikasi Bisnis Dan Manajemen 8(3):846–55. doi: 10.17358/jabm.8.3.846.
Reven, Daniel, Tae Ferdinand, and Jurusan Manajemen. 2017. “Analisis Pengaruh Desain Produk, Kualitas Produk, Harga Kompetitif, Dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Pelanggan Nesty Collection Jakarta).” Diponegoro Journal of Management 6(3):1–13.
Sopwan Zuhdi, Zulaika, Tamara, Ayu, Gita Lestari, Fitri Yunianti, Nabila Nurfazia, Suhartini, Siti Aisyah, Bangun Wijaya, and Dwi Indra Aprilliandari. 2023. “Pengembangan Produk Unggulan Color (Cokelat Daun Kelor) Sebagai Upaya Kudapan Inovatif Bernilai Gizi.” Semnas-Pkm 1(1):124–36. doi: 10.35438/semnas-pkm.v1i1.80.
Surakarta, Universitas Muhammadiyah. 2024. “MEREK DAN WORD OF MOUTH TERHADAP KEPUASAN PELANGGAN TRANSPORTASI ONLINE ( GOJEK ).” 13(September):1789–1805. doi: 10.34127/jrlab.v13i3.1223.
Widiastuti, Erni, and Yanita Hendarti. 2022. “Analisis Pengaruh Harga, Kualitas Pelayanan Dan Lokasi Terhadap Keputusan Pembelian Pada Konsumen Pt. Sahabat Tour & Travel Sukoharjo.” Jurnal Ekonomi Dan Kewirausahaan 52.
Wulanda, Nourma, Zakaria Wahab, and Ahmad Widad. 2019. “Pengaruh Harga, Word of Mouth Dan Citra Merek Terhadap Keputusan Pembelian Dalam Memilih Event Organizer (Studi Kasus Di Un Production).” Journal of Management and Business Review 16(1):43–70. doi: 10.34149/jmbr.v16i1.139.
Wulansari, Retno. 2025. “Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Pada PT . Outletz Worldwide Indonesia.” 5(2):961–72.
Copyright (c) 2025 Manis: Jurnal Manajemen dan Bisnis
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a 