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All Journal Research in the Mathematical and Natural Sciences
Darise, Qamarani Zatil Isma
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Computer Science & IT Education Mathematics

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Penerapan Structural Equation Modelling-Partial Least Square pada Faktor-Faktor yang Memengaruhi Keputusan Pembelian Usaha MyCake.Ofc Abdussamad, Siti Nurmardia; Adityaningrum, Amanda; Payu, Muhammad Rezky Friesta; Kudo, Syafri Yandi; Pakaya, Desya Neydi Putri; Darise, Qamarani Zatil Isma
Research in the Mathematical and Natural Sciences Vol. 5 No. 1 (2026): November 2025-April 2026
Publisher : Scimadly Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55657/rmns.v5i1.250

Abstract

This study aims to analyze the influence of product, price, and promotion on purchasing decisions at MyCake.Ofc using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. Data were collected through questionnaires distributed to 100 respondents in Gorontalo City, selected using purposive sampling techniques. The analysis results show that price has a significant influence on purchasing decisions, while the product and promotion variables do not have a significant effect. The research model has an R-square value of 97.6%, indicating that the product, price, and promotion variables explain 97.6% of the variation in purchasing decisions.. This study highlights the importance of competitive pricing strategies to enhance consumer appeal and purchasing decisions in the food business sector, particularly at MyCake.Ofc.
Co-Authors Kudo, Syafri Yandi Pakaya, Desya Neydi Putri Siti Nurmardia Abdussamad