EFFECT OF MENU VARIETY, PRODUCT QUALITY, SOCIAL MEDIA INFLUENCERS, AND SERVICE QUALITY ON PURCHASE DECISIONS

Lailatul Fitria, Apriyanti Apriyanti, Dian Citaningtyas Ari Kadi

Abstract


Increasing competition in the culinary business encourages small and medium-sized enterprises (SMEs) to pay attention to factors that influence consumer purchase decisions. This study aims to examine the effects of menu variety, product quality, social media influencers, and service quality on consumer purchase decisions at Pancong Pantura SME in Madiun City. This study employed a quantitative approach with a causal research design. The sample consisted of 385 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination (R²) with the assistance of IBM SPSS. The results showed that menu variety, product quality, social media influencers, and service quality partially had a positive and significant effect on consumer purchase decisions. Simultaneously, the four variables also had a positive and significant effect on purchase decisions. The Adjusted R Square value of 0.656 indicates that 65.6% of purchase decisions can be explained by the four variables, while the remaining 34.4% is influenced by other factors. SMEs are advised to maintain and improve these four aspects to encourage consumer purchase decisions.

Keywords: Menu Variety, Product Quality, Social Media Influencers, Service Quality, Purchase Decision.


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