PENGARUH CITA RASA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN MAKANAN RINGAN PADA USAHA CICAKU CAKE (Studi Kasus di Tasikmadu Kabupaten Karanganyar)

Abstract

This study aims to analyze the influence of taste, promotion and location on purchasing decisions for snacks at the Cicaku Cake business. This study uses a survey method with a sample of consumers who have made purchases at the place studied. Data were analyzed using multiple linear regression to determine the effect of independent variables on the dependent variable. The research results indicate that taste and location significantly influence consumer purchase decisions, while promotion is not significant. Taste has the greatest influence on purchasing decisions, followed by location and promotion. The results of the study indicate that taste, promotion and location significantly influence consumer purchasing decisions. Taste has the greatest influence on purchasing decisions, followed by promotion and location. This study provides implications for business actors to improve the quality of product taste, conduct effective promotions and have a strategic location to increase consumer purchasing decisions. This study also contributes to marketing theory and consumer behavior, and can be used as a reference for further research. Thus, this study is expected to help business actors and researchers in understanding the factors that influence consumer purchasing decisions.