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All Journal BUANA SAINS
Adila Putri Marela
Universitas Islam Balitar
Biochemistry, Genetics & Molecular Biology Chemistry Mathematics Physics

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ANALISIS PERSEPSI KONSUMEN TERHADAP FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KERIPIK NANGKA UMKM DAPUR SIMBOK Adila Putri Marela; Luhur Aditya Prayudhi; Tri Kurniastuti; Rima Dewi Oryza Sativa
BUANA SAINS Vol 25, No 3 (2025)
Publisher : Universitas Tribhuwana Tunggadewi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/bs.v25i3.7493

Abstract

This study aims to analyze the influence of price perception, packaging, and taste on purchasing decisions for jackfruit chips at Dapur SiMbok, a Micro, Small, and Medium Enterprise (MSME) in Blitar Regency, Indonesia. Employing a quantitative descriptive approach with 68 respondents selected through purposive sampling, data were collected via questionnaires and analyzed using multiple linear regression. The findings reveal that simultaneously, all three variables significantly influence purchasing decisions (F = 38.196; sig. 0.000). Partially, price (t = 4.267; sig. 0.000), packaging (t = 3.522; sig. 0.001), and taste (t = 5.665; sig. 0.000) each exert a positive and significant effect. Taste emerges as the dominant factor (? = 0.475), surpassing price (? = 0.345) and packaging (? = 0.281). This research offers practical implications for snack MSMEs, encouraging them to prioritize taste innovation as a core marketing strategy.
Co-Authors Luhur Aditya P rima dewi oryza sativa Tri Kurniastuti