The Influence of Taste, Price and Word of Mouth on Purchasing Decisions at Anyeong Risol Business in Pasuruan, East Java
Main Article Content
Diah Zumarotul Islamiyah*
Rini Rahayu Kurniati
Dadang Krisdianto
This study investigates how word of mouth, price, and taste influence purchasing decisions at Anyeong Risol company in Pasuruan, East Java. A quantitative method of correlation was used in this research. Data was collected through Likert scale questionnaires. The sample consisted of one hundred customers of Anyeong Risol company in Pasuruan, East Java. Hypothesis testing and classical assumptions were also used to examine the data. The research results indicate that taste influences customers' purchasing decisions and the first hypothesis was accepted. The second hypothesis was accepted because price and purchasing decisions have a significant positive effect. There is a positive word of mouth effect on purchasing decisions. Taste, price, and feedback in Anyeong Risol business in Pasuruan, East Java, all influence purchasing decisions. This research can help Anyeong Risol business in Pakukerto Village, Sukorejo District, Pasuruan Regency to maintain existing factors and encourage customers to become loyal customers.
Alma, B. (2018). Manajemen Pemasaran & Manajemen Pemasaran Jasa (Revisi). Alfabeta.
Arifin, A., & Setyaningrum, D. (2022). Analisis Pengaruh Labelisasi Halal, Harga, Promosi, Citra Rasa, Dan Citra Merek Terhadap Keputusan Pembelian Sosis Kanzler Oleh Generasi Milenial. Jurnal Ekonomi Dan Bisnis, 10(1), 420–427.
Arikunto, S. (2010). Metode peneltian. Jakarta: Rineka Cipta.
Eruka, D. (2021). Ragam Ide Bisnis Kuliner Berbahan Ubi Jalar. DIVA Press.
Gunarsih, C. M., Kalangi, J. A. F., & Tamengkel, L. F. (2021). Pengaruh harga terhadap keputusan pembelian konsumen di Toko Pelita Jaya Buyungon Amurang. Productivity, 2(1), 69–72.
Hasan, A. (2010). Marketing dari Mulut ke Mulut. MEDPRESS.
Karen Eich Drummond dan Lisa M. Brefere. (2010). Nutrition For Foodservice And Culinary Professionals (7 (ed.)). John Wiley & Sons, Inc.
Kirani, L. (2021). Ragam Ide Bisnis Kuliner Berbahan Singkong (1st ed.). DIVA Press.
Kotler, P., & Armstrong, G. (2012). Principles of marketing 14th edition. New Jearsey: Pearson Education Inc, 67.
Kotler, P., & Keller, K. L. (2016). Marketing Management, 15thn Edition New Jersey: Pearson Prentice Hall. Inc.
Nasution, A. E., Putri, L. P., & Lesmana, M. T. (2019). Analisis Pengaruh Harga, Promosi, Kepercayaan dan Karakteristik Konsumen Terhadap Keputusan Pembelian Konsumen Pada 212 Mart di Kota Medan. Proseding Seminar Nasional Kewirausahaan, 1(1), 194–199.
Nur, S., & Djafar, J. S. (2019). Dampak Penggunaan Aplikasi Berbasis Online Food Delivery Atas Tingkat Pendapatan Usaha Kuliner Di Kota Makassar. CV. Tohar Media.
Piranda, D. R., Sinaga, D. Z., & Putri, E. E. (2022). Online Marketing Strategy In Facebook Marketplace As A Digital Marketing Tool. JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB), 1(3), 1–8. https://doi.org/https://doi.org/10.55047/jhssb.v1i2.123
Pratiwi, A., Junaedi, D., & Prasetyo, A. (2019). Pengaruh Harga terhadap Keputusan Pembelian Konsumen?: Studi Kasus 212 Mart Cikaret. El-Mal?: Jurnal Kajian Ekonomi Dan Bisnis Islam, 2(2), 150–160. https://doi.org/10.47467/elmal.v2i2.345
Ramadhan, S., Nasution, A. P., & Zufrie. (2022). Pengaruh Lokasi, Harga Dan Cita Rasa Terhadap Keputusan Pembelian Pada Warkop Markas Kopi Rantau Prapat. PROSIDING SEMINAR NASIONAL FEB UNIKAL 2022, 851–863.
Rapatata. (2014). Top 50 Bisnis Kuliner Unik Super Kreatif (1st ed.). Penebar Swadaya.
Sahdah, L. (2022). Ancaman Resesi 2023, UMKM Bisa Jadi Solusi Jitu.
Schiffman, L., & Kanuk, L. L. (2010). Consumer Behavior 10th Edition. Pearson Education.
Sularsih, H., Nasir, A., Akuntansi, P., Tinggi, S., Gempol, I. E., & Manajemen, P. (2021). Strategi UMKM dalam meningkatkan pendapatan dimasa pandemi Covid-19 guna mempertahankan kelangsungan usaha di era revolusi industri 4.0 (studi pada UMKM makanan dan minuman di Kabupaten Pasuruan). In Jurnal Paradigma Ekonomika (Vol. 16, Issue 4).
Winalda, I. T., & Sudarwanto, T. (2020). Pengaruh Word Of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Di Rumah Makan Bebek Sinjay Bangkalan. Jurnal Penelitian Ilmu Manajemen (JPIM), 5(3), 229–245.
