THE INFLUENCE OF PRICE, BRAND IMAGE, AND WORD OF MOUTH ON PURCHASING DECISIONS AT TOKSIK PINANG LOMBANG CAFE LABUHANBATU UTARA

JUNITA LESTARI, NPM 2201100079 (2026) THE INFLUENCE OF PRICE, BRAND IMAGE, AND WORD OF MOUTH ON PURCHASING DECISIONS AT TOKSIK PINANG LOMBANG CAFE LABUHANBATU UTARA. Tugas_Akhir(Artikel) : Amkop Management Accounting Review (AMAR) Sinta 3, 6 (1). pp. 939-951. ISSN 2828-2248 (e-ISSN)

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Abstract

The cafe business in the modern era is growing rapidly along with changes in people's lifestyles, making it a place for social communication and entertainment. This study aims to examine how price, brand perception, and recommendations from others influence consumer purchasing choices at Cafe Toksik Pinang Lombang, North Labuhanbatu, which has been operating since September 2021, with a turnover increasing from IDR 96 million (2021-2022) to IDR 240 million (2024-2025). Using descriptive quantitative methods, the study involved 100 respondents aged 15-40 years through purposive sampling and Likert scale questionnaires. Conducting data analysis using SPSS, looking at the validity test (r count > r table), reliability (Cronbach's Alpha > 0.60), on classical assumptions (normality sig. 0.052, VIF 0.05), multiple linear regression (Y = -0.128 + 0.365X1 + 0.246X2 + 0.384X3), t test (price t = 5.683 p = 0.000; brand image t = 3.301 p = 0.001; WOM t = 4.724 p = 0.000), and F test (182.050 p = 0.000). The results showed that all three variables had a significant positive influence partially and simultaneously, with R²=0.851 (85.1% of the variation in purchasing decisions). Price had the strongest influence. Keywords : Price, Brand Image, Word of Mouth, Purchasing Decision, Toksik Cafe

Item Type:	Article
Uncontrolled Keywords:	Price, Brand Image, Word of Mouth, Purchasing Decision, Toksik Cafe
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	06 May 2026 04:52
Last Modified:	06 May 2026 04:52
URI:	http://repository.ulb.ac.id/id/eprint/2226

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