Pengaruh Harga dan Lokasi terhadap Keputusan Pembelian Konsumen pada Hyeongje Cafe & Resto di BSD Tangerang Selatan

Reza Khairul Hadi; Asep Sulaeman; Komarudin Komarudin

doi:10.37481/jmoi.v5i1.241

Authors

Reza Khairul Hadi Universitas Pamulang
Asep Sulaeman Universitas Pamulang
Komarudin Komarudin Universitas Pamulang

DOI:

https://doi.org/10.37481/jmoi.v5i1.241

Keywords:

Price, Location, Purchasing Decision, Café, Marketing

Abstract

The background of this study is that consumer purchasing decisions in the food and beverage industry are influenced by price and location factors, especially in competitive café and restaurant markets in BSD South Tangerang. This study aims to analyze the effect of price and location on consumer purchasing decisions at Hyeongje Cafe & Resto in BSD South Tangerang. This research used a quantitative approach with a survey method involving 98 respondents selected through simple random sampling. Data were collected using Likert scale questionnaires and processed using SPSS version 27. Data analysis employed multiple linear regression. The results show that price and location have a significant positive effect on consumer purchasing decisions both partially and simultaneously. These findings indicate that competitive pricing strategies and strategic location selection play an important role in attracting consumers and increasing purchasing decisions in the café and restaurant sector therefore business owners should consider both factors in developing marketing strategies to improve competitiveness and customer satisfaction in rapidly growing urban culinary businesses in BSD area of Indonesia especially in Tangerang Selatan region as a case study reference for future research development in similar contexts studies.

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