THE INFLUENCE OF WORD OF MOUTH (WOM) AND PRICE PERCEPTION ON PURCHASING DECISIONS FOR SINOM HERBAL DRINK (A CASE STUDY OF THE COMMUNITY IN BLUMBUNGAN HAMLET)

Endah Nur Kumalasari; Akhlis Priya Pambudy; Danu Kusbandono; Sabilar Rosyad

THE INFLUENCE OF WORD OF MOUTH (WOM) AND PRICE PERCEPTION ON PURCHASING DECISIONS FOR SINOM HERBAL DRINK (A CASE STUDY OF THE COMMUNITY IN BLUMBUNGAN HAMLET)

Authors

Endah Nur Kumalasari Universitas Islam Lamongan
Akhlis Priya Pambudy Universitas Islam Lamongan
Danu Kusbandono Universitas Islam Lamongan
Sabilar Rosyad Universitas Islam Lamongan

Keywords:

Word of Mouth (WOM), Price Perception, Purchasing Decision, MSMEs.

Abstract

The study aims to examine the influence of word of mouth dan price perception on purchasing decisions for sinom herbal drink products. This research employed a quantitafive method using a survey approach through the distribution of questionnaires. The popilation consisted of 300 consumers of sinom herbal drink product. Using a simple random sampling technique, 171 respondents were selected as the research sampel. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, correlation coefficient analysis, coefficient determination analysis, t-test, and f-test with the assistance of SPSS 2024. The results indicate that, partially, word of mouth has a positive and significant effect on purchasing decisions. Price perception also has a positive and significant effect on purchasing decisions. Furthermore, price perception is identified as the most dominant variable influencing purchasing decisions compared to word of mouth

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Published

2026-10-20

How to Cite

Nur Kumalasari, E., Priya Pambudy, A., Kusbandono, D., & Rosyad, S. (2026). THE INFLUENCE OF WORD OF MOUTH (WOM) AND PRICE PERCEPTION ON PURCHASING DECISIONS FOR SINOM HERBAL DRINK (A CASE STUDY OF THE COMMUNITY IN BLUMBUNGAN HAMLET). JEKMA (Jurnal Ekonomi Mahasiswa), 4(2), 528–537. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2926