Pengaruh Cita Rasa Dan Persepsi Harga Terhadap Keputusan Pembelian Kopi Arabika di Kecamatan Bastem

Authors

  • Desty Universitas Andi Djemma
  • Nanda Universitas Andi Djemma
  • Della Hendra Universitas Andi Djemma
  • Andini Sudarmin Universitas Andi Djemma
  • Nasruddin Universitas Andi Djemma
  • Rudianto Universitas Andi Djemma

DOI:

https://doi.org/10.61722/jirs.v1i1.541

Keywords:

Taste, Price Perception, Purchasing Decisions.

Abstract

This research aims to determine the simultaneous and partial influence of taste and price perception on purchasing decisions for Arabica coffee in Bastem sub-district. The type of research used is associative research with a quantitative approach. The population of this research is people who buy Arabica Coffee in Bastem District based on word of mouth information with a sample of 97 respondents taken randomly. Data obtained using a questionnaire is in the form of a Likert scale. From the results of the multiple regression estimation, it can be seen that taste and price simultaneously have a positive and significant effect on purchasing decisions in Bastem District. Partial taste does not have a significant effect on purchasing decisions in Bastem District. Price perception partially has a positive and significant effect on purchasing decisions in Bastem District.

References

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Published

2023-12-25

Issue

Vol. 1 No. 1 (2023): September

Section

Articles

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