Pengaruh Citra Merek, Harga, Dan Word Of Mouth Terhadap Keputusan Pembelian Martabak Alim Di Kota Bekasi

Authors

  • Adelia Vita Arzety Universitas Bhayangkara Jakarta Raya
  • Hadita Hadita Universitas Bhayangkara Jakarta Raya

DOI:

https://doi.org/10.30640/digital.v2i4.2016

Keywords:

Brand Image, Price, Word of Mouth, Purchase Decision

Abstract

The culinary sector is one of the fastest growing business sectors, considering that culinary or food and beverages are basic human needs. The rapid development of the culinary sector is characterized by the level of competition between sellers is getting fierce. Martabak Alim is one of the successful business actors in the Franchise business by establishing 102 branches that have spread throughout Indonesia. branches that have spread throughout Indonesia. In the Bekasi area, Martabak Alim is favored by all circles of society ranging from children to parents because Martabak Alim has a variety of flavors and unique shapes. flavors and unique shapes. In addition, the varied prices make consumers still like Martabak Alim even though it has competitors. martabak alim even though it has competitors. The purpose of this study is to determine whether there is an influence of Brand image, Price, and Word of Mouth on Decisions. of Mouth on Martabak Alim's purchase of Martabak Alim in Bekasi. This research uses quantitative quantitative research method through a questionnaire and the data from the questionnaire results will be processed and test using SPSS 27 Version. Based on the results of this study, it is concluded that Brand Image Brand Image, Price and Word of Mouth have a partially significant effect on Purchasing Decisions. on Purchasing Decisions.

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Published

2023-12-20

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Vol. 2 No. 4 (2023): Desember : Digital Bisnis : Jurnal Publikasi Ilmu Manajemen dan E-Commerce

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