Pengaruh cita rasa produk dan word of mount terhadap keputusan pembelian pada konsumen UMKM makanan cepat saji di kota palopo : keputusan pembelian pada konsumen umkm dikota palopo

Hermianty dwitia pawara pawara (Universitas Andi Djemma Kota Palopo)
bernat pasoloran (universitas andi djemma)
Hermianty dwitia pawara
Raba Nathaniel (Universitas Andi Djemma Kota Palopo)
Zadli Zhadi (Universitas Andi Djemma Kota Palopo)

FUNDS: Jurnal Ilmiah Akutansi, Keuangan, dan Bisnis
Vol. 4 No. 2 (2026): FUNDS

his study aims to analyze the influence of product taste and word of mouth (WOM) on consumer purchasing decisions of fast-food MSMEs in Palopo City. A descriptive quantitative method was applied, with data collected through observation, interviews, and questionnaires. The instruments were tested for validity and reliability, showing Cronbach’s Alpha above 0.8. Data analysis was conducted using multiple linear regression with SPSS, after passing the classical assumption tests (normality, multicollinearity,heteroscedasticity).The regression equation obtained is Y=5,214+0,412(X1),0,367(X2),with a coefficient of determination (R²) of 0.684. The results indicate that both product taste and WOM have a significant positive effect on purchasing decisions, either partially or simultaneously.