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All Journal International Journal of Multidisciplinary Science and Applied Research (IJOMAS)
Novi Ratriningtyas
Gajayana University Malang
Computer Science & IT Education Languange, Linguistic, Communication & Media Social Sciences

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Analysis of Determining Factors of Students Buying Mie Gacoan Septian Eko Wahyu Rahmulyo; Ferry Indra Sukma; Novi Ratriningtyas
International Journal of Multidisciplinary Applied and Science Research Vol. 1 No. 03 (2025): International Journal of Multidisciplinary Science and Applied Research (IJOMA
Publisher : oneamd.com

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Abstract

This study aims to analyze the effect of price, taste, and service quality on consumer purchasing decisions at Mie Gacoan. The research method uses a quantitative approach with a survey technique on 84 student respondents selected by purposive sampling in the Malang City area. Data were analyzed using multiple linear regression using SPSS 25. The results showed that taste and service quality had a positive and significant effect on purchasing decisions, while price was not significant. These findings indicate that Mie Gacoan consumers consider sensory factors and service experience more than price factors. This study provides practical implications for Mie Gacoan management to maintain taste consistency and improve service quality as the main competitive strategy. Limitations of the study include the geographically limited sample coverage and the use of cross-sectional methods.
Co-Authors Ferry Indra Sukma Septian Eko Wahyu Rahmulyo