PENGARUH CITA RASA & KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA ROTI BAKAR YAPPAY DI SUNGGUMINASA

Suci Wulandari Hasan. 2023. The Effect of Taste and Product Quality on Purchase Decisions at Yappay Toast at Sungguminasa, supervised by Yuswari Nur and Shandra Bahasoan.
This study aims to (1) Determine the effect of taste and product quality partially on purchasing decisions at Roti Bakar Yappay in Sungguminasa (2) To determine the effect of taste and product quality simultaneously on purchasing
decisions at Roti Bakar Yappay in Sungguminasa (3) To find out the most dominant variable between taste and product quality on the purchasing decision of Yappay Grill in Sungguminasa.
The research sample consisted of 88 respondents who were consumers of Roti Bakar Yappay in Sungguminasa. This study uses a multiple linear regression analysis methods with data collection using a questionnaire with a Likert scale.
The results show that (1) Taste did not have a partial positive effect on the purchasing decision of Yappay Grill in Sungguminasa, whereas product quality had a partial positive effect on the purchasing decision of Yappay Grill in Sungguminasa (2) Taste and product quality had a positive effect simultaneously on the buying decision of Yappay Toast in Sungguminasa (3) The most dominant variable influencing the buying decision of Yappay Toast in Sungguminasa is product quality.