The Effect of Product, Price, Place, and Consumer Attitude on the Purchase Decision of Nasi Boran at Café Jasbex’s Lamongan

Jafri Kasyful Hujbi (Agroindustrial Management Study Program, Department of Agribusiness Management, Jember State Polytechnic)
Septine Brillyantina (Agroindustrial Management Study Program, Department of Agribusiness Management, Jember State Polytechnic)
Dini Nafisatul Mutmainah (Agroindustrial Management Study Program, Department of Agribusiness Management, Jember State Polytechnic)
Rahmat Dhandy (Agroindustrial Management Study Program, Department of Agribusiness Management, Jember State Polytechnic)

HRM RESEARCH: Human Resource Management and Business Journal
Vol. 2 No. 1 (2026): Human Resource Management and Business Journal (July - December 2026)

Nasi Boran is one of the signature culinary specialties of Lamongan Regency that has the potential to be developed as a flagship regional product. Café Jasbex’s Lamongan offers Nasi Boran with a more modern concept to attract consumers. This study aims to analyze the effect of product, price, place, and consumer attitudes on the purchase decision of Nasi Boran products at Café Jasbex’s Lamongan. This research uses a quantitative approach with an incidental sampling technique applied to 50 respondents. Data analysis was conducted using multiple linear regression aided by IBM SPSS 21. The results show that simultaneously, the variables of product, price, place, and consumer attitude have a significant effect on the purchase decision of Nasi Boran products at Café Jasbex’s Lamongan. Partially, only the consumer attitude variable has a significant and dominant effect on purchase decisions, whereas the product, price, and place variables do not have a significant effect on purchase decisions.