Analysis of Determining Factors of Students Buying Mie Gacoan
Keywords:
Price, Taste, Quality, Decision Making, Mie GacoanAbstract
This study aims to analyze the effect of price, taste, and service quality on consumer purchasing decisions at Mie Gacoan. The research method uses a quantitative approach with a survey technique on 84 student respondents selected by purposive sampling in the Malang City area. Data were analyzed using multiple linear regression using SPSS 25. The results showed that taste and service quality had a positive and significant effect on purchasing decisions, while price was not significant. These findings indicate that Mie Gacoan consumers consider sensory factors and service experience more than price factors. This study provides practical implications for Mie Gacoan management to maintain taste consistency and improve service quality as the main competitive strategy. Limitations of the study include the geographically limited sample coverage and the use of cross-sectional methods.
Downloads
References
1. Burgess, S. M., & Steenkamp, J. B. E. (2006). Marketing renaissance: How research in emerging markets advances marketing science and practice. International Journal of Research in Marketing, 23(4), 337-356.
2. Clark, J. E. (1998). Taste and flavour: their importance in food choice and acceptance. Proceedings of the nutrition society, 57(4), 639-643.
3. Crane, D. A. (2006). Mixed Bundling, Profit Sacrifice, and Consumer Welfare. Emory LJ, 55, 423.
4. Duarte, P., Raposo, M., & Ferraz, M. (2013). Drivers of snack foods impulse buying behaviour among young consumers. British Food Journal, 115(9), 1233-1254.
5. Franky, F., & Syah, T. Y. R. (2023). The effect of customer experience, customer satisfaction, and customer loyalty on brand power and willingness to pay a price premium. Quantitative Economics and Management Studies, 4(3), 437-452.
6. Gulia, N., Dhaka, V., & Khatkar, B. S. (2014). Instant noodles: processing, quality, and nutritional aspects. Critical reviews in food science and nutrition, 54(10), 1386-1399.
7. Gültekin, B., & Veuphuteh, F. M. (2023). Price sensitivity, perceived food quality, and intention to purchase fast food in the context of Health-Consciousness of university students. OPUS Journal of Society Research, 20(52), 317-334.
8. Heath, C., & Soll, J. B. (1996). Mental budgeting and consumer decisions. Journal of consumer research, 23(1), 40-52.
9. Izah, S. C., Sylva, L., & Hait, M. (2023). Cronbach's alpha: A cornerstone in ensuring reliability and validity in environmental health assessment. ES Energy & Environment, 23, 1057.
10. Javed, S., Rashidin, M. S., Zhu, M., Xu, Z., Jian, W., & Zuo, S. (2021). Combined effects of drivers and impact of customer satisfaction on brand loyalty: The contingent effect of social trust. Sage Open, 11(1), 21582440211003566.
11. Larson, N. I., Neumark-Sztainer, D. R., Story, M. T., Wall, M. M., Harnack, L. J., & Eisenberg, M. E. (2008). Fast food intake: longitudinal trends during the transition to young adulthood and correlates of intake. Journal of adolescent health, 43(1), 79-86.
12. Li, M., & Chung, S. J. (2021). Flavor principle as an implicit frame: its effect on the acceptance of instant noodles in a cross-cultural context. Food Quality and Preference, 93, 104293.
13. Luis Mendez, J., Oubina, J., & Rubio, N. (2011). The relative importance of brand‐packaging, price and taste in affecting brand preferences. British Food Journal, 113(10), 1229-1251.
14. Miquel Vidal, M., & Castellano-Tejedor, C. (2022). Identification of marketing strategies influencing consumers’ perception of healthy food products and triggering purchasing decisions. Businesses, 2(4), 410-422.
15. Mookerjee, S., Cornil, Y., & Hoegg, J. (2021). From waste to taste: How “ugly” labels can increase purchase of unattractive produce. Journal of Marketing, 85(3), 62-77.
16. Padgett, B. C., Kim, H., Goh, B. K., & Huffman, L. (2013). The usefulness of the theory of planned behavior: Understanding US fast food consumption of generation Y Chinese consumers. Journal of Foodservice Business Research, 16(5), 486-505.
17. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
18. Park, J., Lee, J. S., Jang, Y. A., Chung, H. R., & Kim, J. (2011). A comparison of food and nutrient intake between instant noodle consumers and non-instant noodle consumers in Korean adults. Nutrition research and practice, 5(5), 443-449.
19. Peck, J., & Childers, T. L. (2008). Effects of sensory factors on consumer behavior. Handbook of consumer psychology, 4, 193-219.
20. Ridwan, M. (2024). Implementation of Marketing Strategies To Increase Interest in Purchasing Products Resulting From Students Business Practices. Dinasti International Journal of Digital Business Management (DIJDBM), 5(5).
21. Rizwan, M., Javed, P. A., Aslam, J., Khan, R., & Bibi, H. (2014). The relationship of Brand Commitment, Brand Credibility, Perceived Quality, Customer Satisfaction and brand loyalty: an empirical study on Stylo shoes. Journal of sociological research, 5(1), 377-404.
22. Saengchai, S., Joemsittiprasert, W., & Jermsittiparsert, K. (2019). Impact of Atmospheric Stimuli on Revisit Intention: Some Evidence on Stimulus-Organism-Response Model: A Case of International Five-Star Hotels in Indonesia. Journal of Computational and Theoretical Nanoscience, 16(11), 4722-4730.
23. Schmidt, A. F., & Finan, C. (2018). Linear regression and the normality assumption. Journal of clinical epidemiology, 98, 146-151.
24. Septyarini, D. N., Achmad, G. N., & Sofyan, A. (2022). The effect of sensory stimuli on increasing customer satisfaction and customer advocacy bankaltimtara using the stimulus organism response (SOR) model. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 1103-1112.
25. Shahid, S., Paul, J., Gilal, F. G., & Ansari, S. (2022). The role of sensory marketing and brand experience in building emotional attachment and brand loyalty in luxury retail stores. Psychology & Marketing, 39(7), 1398-1412.
26. Shrestha, N. (2020). Detecting multicollinearity in regression analysis. American journal of applied mathematics and statistics, 8(2), 39-42.
27. Steenhuis, I. H., Waterlander, W. E., & De Mul, A. (2011). Consumer food choices: the role of price and pricing strategies. Public health nutrition, 14(12), 2220-2226.
28. Steenhuis, I. H., Waterlander, W. E., & De Mul, A. (2011). Consumer food choices: the role of price and pricing strategies. Public health nutrition, 14(12), 2220-2226.
29. Suchánek, P., & Králová, M. (2019). Customer satisfaction, loyalty, knowledge and competitiveness in the food industry. Economic research-Ekonomska istraživanja, 32(1), 1237-1255.
30. Sulaiman, Y. N. N. A. A., Bakar, N. N. A. A., Ismail, M. Y. S., Mat, N. K. N., & Musa, R. (2017). The function of marketing mix and consumer preferences on healthy food consumption among UUM students. International Journal of Economic Research, 14(19), 103-122.
31. Supana, S., Mohamed, M., Yusliza, M. Y., Saputra, J., Muhammad, Z., & Bon, A. T. (2021). A Review of Determinant Factors that Affect Consumer Purchase Decision and Satisfaction Literature. In Proceedings of the International Conference on Industrial Engineering and Operations Management (pp. 4008-4022).
32. Teas, R. K., & Agarwal, S. (2000). The effects of extrinsic product cues on consumers’ perceptions of quality, sacrifice, and value. Journal of the Academy of marketing Science, 28, 278-290.
33. Tellis, G. J., & Gaeth, G. J. (1990). Best value, price-seeking, and price aversion: The impact of information and learning on consumer choices. Journal of marketing, 54(2), 34-45.
34. Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International journal of consumer studies, 30(2), 207-217.
35. Wang, R., Ke, C., & Cui, S. (2022). Product price, quality, and service decisions under consumer choice models. Manufacturing & Service Operations Management, 24(1), 430-447.
36. Xiao, A., Yang, S., & Iqbal, Q. (2018). Factors affecting purchase intentions in generation Y: An empirical evidence from fast food industry in Malaysia. Administrative Sciences, 9(1), 4.
37. Xue, J., Zhang, W., Rasool, Z., Khan, M. A., Khan, A. I., Khan, A. A., & Abbas, S. A. (2021). Purchasing intentions toward fast food: the mediating role of consumer attitudes toward fast food. Journal of Food Quality, 2021(1), 9931083.
38. Zha, D., Foroudi, P., Melewar, T. C., & Jin, Z. (2024). Examining the impact of sensory brand experience on brand loyalty. Corporate Reputation Review, 1-29.
