THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, BRAND IMAGE, AND PRICE ON PURCHASING DECISIONS THROUGH PURCHASING INTEREST
DOI:
https://doi.org/10.36085/jamekis.v8i3.9113Abstract
This study aims to examine the effects of Electronic Word of Mouth (e-WOM), Brand Image, and Price on Purchase Decision, with Purchase Intention serving as a mediating variable. Research focuses on Rotiboy consumers at the Mall Taman Anggrek branch. A novel aspect of this study is the use of Purchase Intention as a mediator linking the effects of e-WOM, Brand Image, and Price on Purchase Decision, as well as its application within the context of fast food products at a specific location, namely Mall Taman Anggrek. This study employs a quantitative approach with purposive sampling, enabling the researcher to target respondents most relevant to the study’s objectives. The sample consists of 396 respondents who have previously purchased Rotiboy products. The analytical tool used is SmartPLS version 3.2.9. The results indicate that Electronic Word of Mouth does not have a significant effect on Purchase Intention among Rotiboy consumers. In contrast, Brand Image significantly and positively influences Purchase Intention, as does Price, which also has a significant positive effect. Furthermore, Purchase Intention is significantly and positively related to Purchase Decision. However, Electronic Word of Mouth was found not to have a significant effect on Purchase Decision. Positive and significant effects on Purchase Decision were observed from Brand Image and Price through Purchase Intention. This study is limited to Rotiboy consumers at Mall Taman Anggrek; therefore, the results cannot be generalized broadly. The findings provide valuable implications for practitioners and marketers to design more effective marketing strategies by leveraging Brand Image and Price to influence Purchase Intention and Purchase Decision
References
Aditria, D., Digdowiseiso, K., & Nurwulandari, A. (2023). The Influence of Brand Image, E-Wom, and Brand Trust on Purchasing Decisions Through Purchase Intention as a Mediating Variable at Hits Burger Antasari, South Jakarta. Technomedia Journal (TMJ) , 8 .
Afifah, NN, Sitorus, G., & Noviarti. (2023). The Effect of Price, Promotion, and Ease of Use of Applications on Purchasing Decisions with Purchase Intention as an Intervening Variable in Pasarnow. Satya Mandiri Journal , 9 (2), 28–39.
Alviansyach, MY, Rianto, MR, Woestho, C., Bukhari, E., & Widjanarko, W. (2024). The Influence of Electronic Word of Mouth (e-WOM) and Social Media Marketing on Purchasing Decisions Through Purchase Intention as an Intervening Variable on Tiket.Com Accommodation in Jabodetabek. Indonesian Journal of Economics and Strategic Management (IJESM) , 2 (1).
Alvisca, NB, & Pradananta, G. (2023). Brand Image as an Intervening Variable of the Influence of Electronic Word of Mouth, Sponsor-Program Congruence, and Product Placement of the KAHI Brand in the Korean Drama Cafe Minamdang on Purchase Intention. Reinforce: Journal of Sharia Management , 2 (2), 164–189.
Ansar, M., Udayana, I., & Maharani, BD (2024). The Influence of Social Media Marketing, Electronic Word of Mouth, and Brand Awareness on Purchase Decisions of Dagadu Djokdja Products Through Purchase Intention as an Intervening Variable. Global Education Scientific Journal , 5 (1), 280–293.
Avianti, P., & Aminah, S. (2023). The Influence Of Electronic Word Of Mouth (E-Wom) And Brand Image On Purchase Intention In Lazada E-Commerce The Influence Of Electronic Word Of Mouth (E-Wom) And Brand Image On Purchase Intention In Lazada E-Commerce. COSTING: Journal of Economics, Business and Accounting , 7 (1).
Bagaskara, NN, & Ngatno. (2021). The Influence of Brand Image and Price on Purchasing Decisions of Honda Scoopy Motorcycles with Purchase Intention as an Intervening Variable. Journal of Business Administration, X (I), 726–735.
Ellitan, L., Harvina, LGD, & Lukito, RSH (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Some Skincare Products in Surabaya. Journal of Entrepreneurship & Business , 3 (2), 104–114.
Farichin, MN (2024). The Influence of K-Pop Idol Brand Ambassador, Sales Promotion, and Electronic Word of Mouth on Purchasing Decisions for OREOxBLACKPINK Products. JURILMA: Indonesian Journal of Management Science , 1 (1).
Ghozali, HI, & Latan, H. (2015). Partial Least Squares Concepts, Techniques, and Applications Using the SmartPLS 3.0 Program for Empirical Research . Diponegoro University Publishing Agency.
Gracia, BA, Dipayanti, K., & Nufzatutsaniah, N. (2024). The Influence of Price on Consumer Purchasing Decisions. Journal of Competitive Marketing , 7 (3), 275–292.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing , 18 (1), 38–52.
Ho, V.T., Phan, N.T., & Le-Hoang, P.V. (2021). Impact of Electronic Word of Mouth on the Purchase Intention - the Case of Instagram. Independent Journal of Management & Production , 12 (4), 1019–1033.
Irfansyah, M. (2023). The Influence of Electronic Word of Mouth (E-WOM) and Brand Image on Purchasing Decisions. Nusantara Journal of Multidisciplinary Science , 1 (4).
Kotler, P., & Keller, K. L. (2016). Marketing Management: An Asian Perspective (15th Global Edition) . Pearson Education Limited.
Kotler, P., & Keller, K.L. (2019). Marketing Management, 14th Edition . Erlangga.
Kurniawan, MA, & Budiatmo, A. (2020). The Influence of Brand Image and Price on Toyota Rush Purchasing Decisions Through Purchase Intention as an Intervening Variable (A Study of Toyota Rush Consumers at Nasmoco, Semarang City). Journal of Business Administration , 9 .
Liyono, A. (2022). The Influence of Brand Image, Electronic Word of Mouth (E-WOM), and Price on Purchasing Decisions of Crystalline Gallon Drinking Water Products at PT. Pancaran Kasih Abadi. JUBIS: Journal of Economics and Business .
Mahira, BH, Lukitaningsih, A., & Ningrum, NK (2022). Analysis of the Influence of Service Quality and Electronic Word of Mouth on Purchase Intention with Brand Image as an Intervening Variable (Case Study on Dagadu Djokdja Consumers). Scientific Journal of Batanghari Jambi University , 22 (3), 1672.
Marcella, I., Nursal, MF, & Wulandari, DS (2023). The Influence of Electronic Word of Mouth and Brand Ambassador on Purchasing Decisions Through Purchase Interest of Somethinc Skincare in Bekasi City. JOURNAL OF ECONOMINA , 2 (10), 2775–2790.
Muhajir. (2007). Physical Education, Sports, and Health . Yudhistira.
Putri, DMH, Soeliha, S., & Sari, RK (2024). The Influence of Product Quality, Price, and Promotion on Consumer Purchasing Decisions at Cafe Seduh in Besuki with Purchase Intention as an Intervening Variable. Journal of Student Entrepreneurs (JME) FEB UNARS , 3 (6), 118–1132.
Sadhilla, A. Al, Rahmawati, ED, & Hastuti, I. (2024). The Influence of Price on Purchasing Decisions with Purchase Intention as an Intervening Variable at Sate Kambing Muda Mas HJT Surakarta. Journal of Digital Era Business Management , 1 (3), 216–224.
Sariyanti, L., Tulhusnah, & Soeliha, S. (2022). The Influence of Price and Online Promotion Through Instagram on Purchasing Decisions with Purchase Intention as an Intervening Variable at the Rifkhasira Store in Situbondo (Case Study of Students of Abdurachman Saleh University Situbondo Class of 2018). Jurnal Mahasiswa Entrepreneur (JME) , 1 , 1765–1783.
Sulistyaningsih, C., & Chasanah, U. (2024). The Influence of Product Quality, Price, and Situational Factors on Purchasing Decisions for Post-Pandemic Masks with Purchase Intention as an Intervening Variable in Yogyakarta. Proceedings of the National Seminar on Science & Technology Applications (SNAST). Sulistyaningsih, C., Chasanah, U.
Utami, DS, & Harsoyo, TD (2024). The Influence of Country of Origin, Brand Image, Electronic Word of Mouth, and Celebrity Endorsers on Consumer Purchasing Decisions for Somethinc Skincare Products. Journal of Indonesian Economic Research , 2 (1), 29–44.
Welsa, H., Cahya, AD, & Sawitri, NI (2024). The Influence of Store Atmosphere and Brand Image on Purchasing Decisions with Purchase Intention as an Intervening Variable: An Empirical Study on Mixue Consumers in Yogyakarta. Reslaj: Religion Education Social Laa Roiba Journal , 6 (4), 1521–1534.
Yanuari, C., & Saputro, EP (2025). The Influence of Brand Image and Celebrity Endorser on Skintific Skincare Purchasing Decisions with Purchase Intention as an Intervening Variable. Journal of Islamic Economics and Business Studies, 6, 595. https://doi.org/1047467/elmal.v6i2.6970. Journal of Islamic Economics and Business Studies, 6 , 595.
Yuliana, S., Widagdo, & Prastyowati, AH (2024). The Influence of Word of Mouth, Brand Image, Price, Product Diversity, and Product Quality on Purchasing Decisions at Nesya Drink. JMBI: Journal of Business Management and Informatics , 5 (1), 102–113.
