Does Price Affect Consumer Decisions In Buying Products? (Food Industry case study)

Abstract

This study aims to determine the effect of price on purchasing decisions at Cafe ABC in Pekanbaru. This study uses quantitative methods by distributing questionnaires to collect primary data. A total of 99 respondents became the sample in this study.Found Based on the results of simple linear regression analysis obtainedThe coefficient is positive, meaning that there is a positive relationship between price and purchase decisions. The better the price, the better the purchase decision, it is also found that there is a significant effect between the price on the purchase decision