The influence of food quality, price, and lifestyle on the purchasing decision of Mie Gacoan in Kendari city

Abstrak

This study aims to determine; (1) the effect of Food Quality on Purchase Decision of Mie Gacoan Kendari Branch; (2) the effect of Price on Purchase Decision of Mie Gacoan Kendari Branch; (3) the effect of Lifestyle on Purchase Decision of Mie Gacoan Kendari Branch; and (4) the simultaneous effect of Food Quality, Price, and Lifestyle on Purchase Decision of Mie Gacoan Kendari Branch. The population of this study consists of all customers of Mie Gacoan Kendari Branch who have made purchases and consumed the product. The sample size was determined using the Lemeshow formula with a purposive sampling technique. Data analysis was conducted using multiple linear regression analysis. The results of this study show that: (1) Food Quality has a positive and significant effect on Purchase Decision of Mie Gacoan Kendari Branch; (2) Price has a positive and significant effect on Purchase Decision of Mie Gacoan Kendari Branch; (3) Lifestyle has a positive and significant effect on Purchase Decision of Mie Gacoan Kendari Branch; and (4) Food Quality, Price, and Lifestyle simultaneously have a positive and significant effect on Purchase Decision of Mie Gacoan Kendari Branch. Thus, the combination of high food quality, affordable Price, and a strong Lifestyle concept is able to increase consumer confidence in purchasing Mie Gacoan

Kata kunci

• Keputusan Pembelian
• Price
• food quality
• lifestyle