Pengaruh Cita Rasa, Variasi Rasa, Dan Harga Terhadap Keputusan Pembelian Kopi Keliling Jago Di Jalan Guru Mughni Jakarta Selatan
Year: 2026
Type: article
Study design: Observational Study
Abstract: This study aims to determine the effect of taste, flavor variety, and price on purchasing decisions for Kopi Keliling Jago on Jalan Guru Mughni, South Jakarta. This study employed a quantitative approach involving 95 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS 25. The results showed that, partially, taste had a positive and significant effect on purchasing decisions, with a regression coefficient of 0.267, a t-value of 2.204, and a significance value of 0.030. Flavor variety also had a positive and significant effect, with a regression coefficient of 0.449, a t-value of 4.411, and a significance value of 0.000. Price had a positive and significant effect, with a regression coefficient of 0.267, a t-value of 3.212, and a significance value of 0.003. Simultaneously, taste, flavor variety, and price had a significant effect on purchasing decisions, with an F-value of 16.395 and a significance value of 0.000. Therefore, improving taste quality, providing greater flavor variety, and offering appropriate prices can increase consumers’ purchasing decisions for Kopi Keliling Jago.
Source: Jurnal Ilmiah Manajemen Ubhara
DOI: 10.31599/hzp5vy54
Authors: Mahrizal, Hidayat Syah, Wanda Yulia Utami, mahrizal
Institution: Universitas Islam Syekh Yusuf
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7222354161
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