DETERMINANTS OF CONSUMER PURCHASE DECISIONS FOR MIE GACOAN IN SEMARANG CITY

Abstract

This study aims to analyze the influence of service quality, price perception, and promotion on consumer purchasing decisions in the culinary industry, with a case study of Mie Gacoan in Semarang City. This study uses a quantitative approach, with the population consisting of consumers who have purchased Mie Gacoan in Semarang City and a sample of 100 respondents collected through purposive sampling. Data were analyzed using Partial Least Squares (PLS) via SmartPLS 4.0 software. The study found that price perception and promotion significantly influence purchasing decisions. Meanwhile, service quality does not significantly influence purchasing decisions. Simultaneously, service quality, price perception, and promotion significantly influence purchasing decisions. This study indicates that price and promotion play a dominant role in influencing consumer preferences in making purchasing decisions. The implications of this study emphasize the importance of targeted pricing and promotion strategies. Additionally, there is a need to enhance service quality as a value-added element in maintaining customer loyalty within the competitive culinary industry