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

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.