Pengaruh Word of Mouth dan Harga terhadap Minat Beli Ulang pada Pembelian Gadget di Toko Juang Ponsel Bireuen

Ridhaul Khairi; Mai Simahatie; Murni Murni; Kesya Alifia; Elzhafira Aulia Aristi

doi:10.61132/pajamkeu.v3i5.2667

Authors

Ridhaul Khairi Universitas Islam Kebangsaan Indonesia
Mai Simahatie Universitas Islam Kebangsaan Indonesia
Murni Murni Universitas Islam Kebangsaan Indonesia
Kesya Alifia Universitas Islam Kebangsaan Indonesia
Elzhafira Aulia Aristi Universitas Islam Kebangsaan Indonesia

DOI:

https://doi.org/10.61132/pajamkeu.v3i5.2667

Keywords:

Gadget Purchases, Juang Ponsel Bireuen, Price, Repurchase Intention, Word of Mouth

Abstract

This study aims to examine the influence of word of mouth and price on repurchase intention for gadget purchases at Juang Ponsel Bireuen. A descriptive quantitative approach was employed, involving 96 respondents selected through purposive sampling. Data were analyzed using multiple linear regression to determine the partial and simultaneous effects of word of mouth and price on repurchase intention. The t-test results showed that word of mouth had a positive and significant influence on repurchase intention (t = 6.394; t-table = 1.661; p = 0.000). Price also had a positive and significant influence (t = 3.794; t-table = 1.661; p = 0.000). The F-test indicated that word of mouth and price simultaneously had a positive and significant influence on repurchase intention (F = 54.308; F-table = 3.09; p = 0.000). The correlation coefficient of 0.734 indicated a strong relationship between the variables. Furthermore, the coefficient of determination (R²) of 0.539 showed that word of mouth and price explained 53.9% of the variation in repurchase intention, while the remaining 46.1% was explained by other factors. These findings highlight the importance of customer recommendations and appropriate pricing strategies in encouraging repeat gadget purchases at Juang Ponsel Bireuen.

Downloads

Download data is not yet available.

References

Angel, V., & Pasaribu, L. H. (2022). Effect of price, quality, trust on repurchase intentions (Case study on PT Tokopedia). Jurnal Manajemen, 13(2), 165–179. https://doi.org/10.32832/jm-uika.v13i2.6016

Ardiyansyah, M., & Abadi, M. T. (2023). Pengaruh kualitas layanan, persepsi harga, dan word of mouth terhadap minat beli ulang dengan kepuasan konsumen Muslim sebagai pemediasi. Journal of Business & Applied Management, 16(1), 79–[halaman akhir belum tersedia]. https://doi.org/10.30813/jbam.v16i1.4236

Asmoro, I. P., & Tuti, M. (2023). Satisfaction with packaging and price to purchase decision and repurchase intention. Jurnal Dinamika Manajemen dan Bisnis, 6(1). https://doi.org/10.21009/JDMB.06.1.5

Dewi, N. P. S. G., Imbayani, I. G. A., & Prayoga, I. M. S. (2024). Pengaruh store atmosphere, customer experience, dan word of mouth terhadap repurchase intention pada Kopi Veteran Denpasar Bali. EMAS, 5(2), 57–69. https://doi.org/10.36733/emas.v5i2.9962

Fakhrezi, A., & Fadillah. (2025). Pengaruh word of mouth dan harga terhadap repurchase intention Havist Traveller di Kabupaten Tangerang. Marketica: Jurnal Ilmiah Pemasaran, 2(4), 263–271.

Hamdi, F., Untari, D. T., & Rohaeni, H. (2025). Pengaruh harga, kualitas produk, dan electronic word of mouth terhadap minat beli ulang konsumen pada produk kopi keliling merek Sejuta Jiwa di Desa Wanajaya, Kabupaten Bekasi. [Nama jurnal, volume, nomor, dan halaman perlu diperiksa dari artikel aslinya.]

Indrasari, M. (2019). Pemasaran dan kepuasan pelanggan. Unitomo Press.

Joesyiana, K. (2018). Pengaruh word of mouth terhadap keputusan pembelian konsumen pada media online shop Shopee di Pekanbaru. Jurnal Valuta, 4(1), 71–85.

Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Mufashih, M., Maulana, A., & Shihab, M. S. (2022). Pengaruh kualitas produk, electronic word of mouth dan citra merek terhadap repurchase intention di kedai coffee-to-go dengan kepuasan konsumen sebagai variabel intervening. Syntax Literate: Jurnal Ilmiah Indonesia, 7(10).

Nabilla, S. D., Dermawan, R., & Ariescy, R. R. (2023). The effect of customer experience, word of mouth, and price perception on repurchase intention of special fare train tickets. Indonesian Journal of Business Analytics, 3(5), 1471–1480. https://doi.org/10.55927/ijba.v3i5.5390

Nazir, M. (2011). Metode penelitian. Ghalia Indonesia.

Oktavianti, A., Lisdiana, N., & Rahayu, L. P. (2022). Pengaruh harga, kualitas pelayanan dan word of mouth terhadap minat beli ulang (repurchase intention): Studi kasus di Coffee Shop Kopi Dari Hati D'Kebon Selo Boyolali. EKOBIS: Jurnal Ilmu Manajemen dan Akuntansi, 10(2), 214–222. https://doi.org/10.36596/ekobis.v10i2.834

Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson.

Sernovitz, A. (2012). Word of mouth marketing: How smart companies get people talking (3rd ed.). Greenleaf Book Group Press.

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Supranto, J. (2014). Statistik: Teori dan aplikasi. [Edisi dan penerbit perlu dicocokkan dengan buku yang digunakan dalam penelitian.]

Susila, B. A. C. B., & Mulyadi, M. (2025). Pengaruh harga dan kualitas produk terhadap repurchase intention dengan word of mouth sebagai variabel mediasi. Jurnal Mirai Management, 10(2).