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All Journal Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Maulana Hady Ginting
Universitas Negeri Medan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Harga pada Keputusan Pembelian Mahasiswa Munzir Phonna; Maulana Hady Ginting; Transparant Telaumbanua; Yenti Zaniati Gulo; Yulia Ardini Naibaho
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 4 No. 5 (2026): Oktober : Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v4i5.2977

Abstract

Students are often faced with a wide range of food options at varying prices, which means they have to be more selective in order to meet their daily needs. This study aims to analyse the extent to which price influences food purchasing decisions amongst students, using a qualitative approach based on a literature review. Data collection was carried out by analysing scientific journal articles available on Google Scholar using the keywords ‘purchasing decisions’, ‘students’ and ‘price’. Based on the analysis carried out, this synthesis indicates that price is an important consideration in food purchasing decisions as it must align with the product’s benefits and the consumer’s budget. Several studies have revealed that price or price perception influences purchasing decisions, including in relation to food at Tom Sushi, market snacks, fast food, and food delivery services. However, the findings are not always consistent; for instance, a study on Ayam Penyet Chintia among students at the State University of Medan found a positive but statistically insignificant relationship. This confirms that food purchasing decisions are not determined by price alone, but are also influenced by other factors such as quality, taste, location, promotions, brand, and consumers’ personal preferences.
Co-Authors Munzir Phonna Transparant Telaumbanua Yenti Zaniati Gulo Yulia Ardini Naibaho