INFLUENCE OF PRICE, PRODUCT QUALITY, PROMOTION, AND FLAVOR VARIANTS ON PURCHASING DECISIONS MAKARONIMU OUTLET MADIUN

Selfa Dwi Santoso, Rizal Ula Ananta Fauzi

Abstract


This study investigates the influence of price, product quality, promotion, and flavor variation on purchasing decisions at Gerai Makaroni Madiun. Using a sample of 384 respondents selected through purposive sampling technique, this study employs a quantitative method with SPSS Version 25 analysis tool. The data analysis includes classical assumption test, multiple linear regression, hypothesis testing, and coefficient of determination test. The results show that price, product quality, promotion, and flavor variation partially have a positive influence on purchasing decisions.

Keywords : Price, Product Quality, Promotion, Purchasing Decisions, Macaroni, Marketing

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