THE EFFECT ON PRODUCT QUALITY AND PRICE ON CONSUMER PURCHASING DECISIONS OF MIE GACOAN JABABEKA

Abstract

Mie Gacoan, an illustrious and rapidly expanding fast-food chain in Indonesia, was established in 2016 by PT Pesta Pora Abadi. Renowned for its signature spicy noodles, the chain has swiftly captured the hearts and taste buds of consumers nationwide. By 2024, Mie Gacoan boasts an impressive network of over 100 branches, including two notable outlets in Cikarang City. The restaurant's allure lies in its ability to offer affordable yet high-quality spicy noodle dishes, a combination that has cemented its popularity among a diverse demographic. A rigorous methodological framework was employed, encompassing validity, reliability, normality, multicollinearity, and heteroscedasticity tests. Additionally, the research utilized F tests, multiple linear regression, and T tests to analyze the data. The findings from the t-test are particularly positively, revealing that both product quality and price exert a significant influence on purchasing decisions. Collectively, these two factors—product quality and price—explain 61% of the variation in purchasing decisions among consumers at Mie Gacoan Jababeka. This indicates a robust explanatory power, highlighting the critical importance of these variables in shaping consumer behavior. However, it is noteworthy that the remaining 39% of the variation is attributed to other variables not encompassed within the scope of this study, suggesting avenues for future research to explore additional factors that might influence consumer decisions.