Ovia Putri Rahmadani (1), R. Yuniardi Rusdianto (2)
General Background: Word of mouth is a central marketing mechanism in competitive frozen food markets because satisfied consumers can recommend products and share positive consumption experiences with others. Specific Background: A local sausage product in Jombang Regency competes in the growing Indonesian frozen food sector, where consumers value practical food products, appropriate pricing, satisfaction, and taste. Knowledge Gap: Previous word of mouth research has often examined well-known brands, while evidence on local frozen food products that are still developing public brand recognition remains limited. Aims: This study aimed to analyze the partial and simultaneous relationships between price, consumer satisfaction, taste, and word of mouth among local sausage consumers in Jombang Regency. Results: Using a quantitative survey with purposive sampling, data from 156 respondents were analyzed through multiple linear regression using IBM SPSS Statistics. The findings show that price, consumer satisfaction, and taste had positive and significant relationships with word of mouth, both partially and simultaneously. Taste recorded the strongest standardized coefficient at 0.628, followed by consumer satisfaction at 0.586 and price at 0.411. The F-test showed a significant simultaneous relationship, with F = 245.977 and p = 0.000. Novelty: This study examines price, satisfaction, and taste together in a local frozen sausage word of mouth model. Implications: The findings suggest that maintaining preferred taste, consumer satisfaction, and suitable pricing can strengthen recommendation behavior and positive product communication.
Highlights:
Keywords: Price, Consumer Satisfaction, Taste, Word of Mouth
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