The Influence of Food Quality, Menu Innovation, Price, and Business Location on Consumer Purchase Decisions for Ning Revy Fried Duck and Fried Chicken at the GKB Gresik Culinary Cente
Abstract
This section consists of single paragraph and about 250 words maximum. For research articles, abstracts should give a pertinent overview of the work. We strongly encourage authors to use the following style of structured abstracts, but without headings: The rapid growth of the culinary industry in Indonesia, including at the Sentra Kuliner GKB Gresik, has led consumers to consider various factors such as food quality, menu innovation, price, and location in their purchasing decisions. This study was conducted to analyze the influence of each of these factors, both partially and simultaneously, on consumer purchasing decisions at Bebek Goreng and Ayam Goreng Ning Revy. The research aims to address the gaps found in previous studies and provide academic and practical contributions for culinary business owners. This study used a quantitative approach with a causal design, purposive sampling, and multiple linear regression analysis to test the influence of food quality, menu innovation, price, and location on consumer purchasing decisions. Based on the analysis, it was found that partially, only menu innovation has a positive and significant influence on purchasing decisions. Meanwhile, food quality, price, and location show a positive but not significant influence. However, simultaneously, all four variables significantly influence purchasing decisions, with a contribution of 29.5% and the remaining 70.5% influenced by other factors outside the study.
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