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All Journal Indonesian Journal of Law and Economics Review
Priamitra, Caraka
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Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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Price and Location Trump Taste in Influencing Consumer Choices in Indonesia: Harga dan Lokasi menjadi Faktor Utama dalam Mempengaruhi Pilihan Konsumen di Indonesia Priamitra, Caraka; Indayani, Lilik
Indonesian Journal of Law and Economics Review Vol. 19 No. 2 (2024): May
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijler.v19i2.1092

Abstract

This study analyzes the impact of taste, price, and location on consumer buying interest in Devil Noodle Ponti Sidoarjo using a descriptive quantitative method. Data were gathered via questionnaires from 100 consumers using accidental sampling, and analyzed with multiple linear regression. The results show that while taste does not significantly affect buying interest, both price and location do. These findings suggest that strategic pricing and convenient location are crucial for attracting customers in the specialty noodle market. This research provides valuable insights for marketing strategies in the food industry. Highlights: 1. Taste does not significantly impact consumer buying interest.2. Price and location significantly influence purchasing decisions.3. Strategic pricing and location are crucial for attracting customers. Keywords: Consumer Buying Interest, Taste, Price, Location, Marketing Strategy
Co-Authors Lilik Indayani