Pengaruh Diferensiasi Produk, Cita Rasa Dan Persepsi Harga Terhadapa Keputusan Pembelian Makaroni Ngehe Di Surabaya

Abstract

The landscape of business competition has intensified, with an increasing number of snack enterprises emerging, each showcasing unique features and individual advantages. To remain competitive in this dynamic industry, companies must strive to fulfill the ever-evolving demands and preferences of consumers. Makaroni Ngehe stands as one such company engaged in this fierce business rivalry, a typical Tasikmalya snack with the main ingredient macroni which is fried dry, crispy and wet fluffier with a variety of flavors and spicy sensations the flexibility to tailor it according to consumer preferences. Makroni Ngehe already has various branches in big cities, including one situated in the vibrant city of Surabaya. The main focus of this study revolves around investigating the potential impact of Product Differentiation, Taste, and Price Perception on purchasing decisions in Surabaya. The aim of this research is to ascertain and examine the impact of Product Differentiation, Taste, and Price Perception individually and collectively on the choices made when purchasing. The research conducted employs a quantitative approach, employing a non-probability sampling method known as accidental sampling. The study involves a sample size of 100 respondents, carefully selected using this technique. All individuals who purchase and consume Macaroni Ngehe in Surabaya form the subject of this study and the data collection technique is e-questionnaire via Google form and data analysis techniques. The research employed a variety of analytical methods, including multiple linear regression analysis, validity and reliability tests, assessment of classic assumptions, and hypothesis testing. The findings of this investigation reveal that product differentiation, taste, and price perception exert a positive and substantial influence, both individually and collectively, on the choices made when purchasing.