PENGARUH CITA RASA, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA MIKRO BAKSO EMAK SETELUK

Abstract

ABSTRACT

This study aims to examine the role of taste, product quality and price perception, which have a significant partial effect on the purchase decision of meatball food products in West Sumbawa. The object of this study is taste, product quality, and price perception, as well as consumer purchasing decisions of meatball food products. The research was conducted using Quantitative research methods with an Associative approach with data collection techniques through the distribution of questionnaires. The type of data used is primary data obtained directly from the object under study. The results of the study show that taste variables and price perceptions partially have a significant influence on consumer purchasing decisions of Bakso emak Seteluk products in West Sumbawa, while product quality variables do not have a significant influence on consumer purchasing decisions of Bakso Emak Seteluk products in West Sumbawa.

Keywords: Taste, Product Quality, and Price Perception on Purchasing Decisions