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All Journal Jurnal Multidisiplin Sahombu
Yeriss Tamara
Putra Indonesia University “YPTK” Padang
Arts Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice

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Application of Consumer Theory in Analyzing Consumer Purchase Decisions at Lamun Ombak Restaurant Yeriss Tamara; Zefriyenni Zefriyenni
Jurnal Multidisiplin Sahombu Vol. 6 No. 03 (2026): Jurnal Multidisiplin Sahombu, 2026
Publisher : Sean Institute

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Abstract

Consumer purchasing decisions are a crucial aspect of restaurant business sustainability because they are directly related to demand and revenue. This study aims to analyze the application of consumer theory to understanding consumer purchasing decisions at Lamun Ombak Restaurant. Consumer theory is used to explain how consumers make choices among various product alternatives by considering income, price, taste, quality, and perceived benefits. This study uses a qualitative descriptive approach, outlining consumer behavior based on the concepts of utility, consumer preferences, budget constraints, and consumer equilibrium. The analysis shows that consumer purchasing decisions at Lamun Ombak Restaurant are influenced by a combination of factors: price, food taste, product quality, menu variety, service, comfort, and consumption experience. Consumers tend to choose products that provide the highest benefits and satisfaction according to their purchasing power. Therefore, the application of consumer theory can help restaurant managers understand consumer behavior and formulate pricing, product, and service strategies that align with market preferences
Co-Authors Zefriyenni Zefriyenni