Factors Influencing Consumer Purchasing Decisions on Potato Donut Products in Rantauprapat

Abstract

This study aims to analyze the influence of promotion, price, and product quality on consumer purchasing decisions for potato donut products in Rantauprapat. The research focuses on identifying the dominant factors that drive consumer purchase decisions in the context of local culinary micro and small enterprises (SMEs). This research employs a quantitative approach using a survey method. Data were collected through structured questionnaires distributed to 100 consumers of potato donut products in Rantauprapat. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software to examine both partial and simultaneous effects of the independent variables on purchasing decisions. The results indicate that promotion, price, and product quality have a positive and significant effect on consumer purchasing decisions, both partially and simultaneously. Among the three variables, product quality is found to have the strongest influence on purchasing decisions, highlighting its critical role in the culinary SME sector. This study contributes to the consumer behavior and marketing literature by providing empirical evidence on purchasing decision determinants within the context of local culinary SMEs. Practically, the findings offer strategic insights for SME owners in formulating effective marketing strategies by prioritizing product quality while maintaining competitive pricing and promotional activities.