The Influence of Price on Purchasing Decisions for Goksin Rice in South Jakarta in 2024

Nurlaela Nurlaela (Universitas Indraprasta PGRI)
Elin Karlina (Universitas Indraprasta PGRI)
Iramdan Iramdan (Universitas Indraprasta PGRI)
Sri Hapsari (Universitas Indraprasta PGRI)

Duconomics Sci-meet (Education & Economics Science Meet)
Vol 5 (2025): Marketing and Entrepreneurship Transformation in the Digital Era for Strengthening Com

This study aims to determine the effect of price on the purchasing decision for Nasi Kulit Goksin in South Jakarta in 2024. A quantitative method was employed, utilizing accidental sampling. The results indicate a simple linear regression equation of Y = 1,234,407.9 + 8,439.3X, with a correlation coefficient of 0.055. This value falls within the 0.00–0.199 interval, signifying that price influences the purchasing decision for Nasi Kulit Goksin in South Jakarta in 2024. Hypothesis testing using the t-test yielded a t-count value of 2.372, which exceeds the t-table value (2.372 > 0.294); consequently, the null hypothesis (H0) was rejected and the alternative hypothesis (H1) was accepted. This means there is an effect of price (X) on the purchasing decision (Y) for Nasi Kulit Goksin in South Jakarta in 2024.