Pengaruh Persepsi Harga, Cita Rasa, dan Promosi terhadap Keputusan Pembelian Mie Gacoan Cibadak Sukabumi

Abstrak

This study aims to determine the influence of price perception, taste, and promotion on purchase decisions for Mie Gacoan in Cibadak, Sukabumi. The background of this research is based on the intense competition in the culinary business, which requires entrepreneurs to understand the factors influencing consumers' purchasing decisions. Mie Gacoan, as one of the popular food brands among the public—especially the younger generation—has become an interesting subject for research in the context of consumer behavior. This research employs a quantitative associative method. Data were collected through the distribution of questionnaires to 100 respondents who are consumers of Mie Gacoan Cibadak. The sampling technique used is purposive sampling. The data were analyzed using multiple linear regression analysis to determine the effect of each independent variable on the dependent variable. Tests conducted include validity and reliability tests, classical assumption tests, partial t-test, simultaneous F-test, and the coefficient of determination (R²). The results show that price perception, taste, and promotion simultaneously have a significant influence on purchase decisions. Partially, taste has the most dominant influence among the variables. These findings support consumer behavior theory, which states that sensory qualities such as taste play a crucial role in purchasing decisions for food products. Therefore, it is recommended that Mie Gacoan management continue to improve taste quality and maintain attractive promotional strategies to remain competitive.