Several sustainable economic psychology factors that influence purchasing decisions in the noodle food service business

Abstract

Background - Noodles are a favorite food of Indonesians. On average, Indonesians consume them almost every
day as a substitute for rice as a staple food. Various noodles served include chicken noodles, Aceh noodles,
instant noodles, pecel noodles, Medan noodles, fried noodles, boiled noodles. These noodle dishes attract
consumers and customers who have several factors that influence the buyer's decision.
Purpose - This study purposes to analyze the influence of sustainable economic psychology factors including
product quality, brand image, price perception and service quality on the purchase decision of Mie Gacoan Tajur.
methodology - The sampling technique was purposive random sampling with a sample size of 100 people. Data
collection by giving several questionnaires to consumers after consuming and wanting to go home from Mie
Gacoan. The analysis techniques used were validity test, reliability test, F test, determination coefficient test,
multiple linear regression analysis and t test.
Findings - The results of the study showed that the factor had a positive and significant effect on the purchase
decision. While price perception had a negative and insignificant effect on the purchase decision in the noodle
food service business. The Scientific Observation Method is something in situations that arise unintentionally. But
with a Scientific/Spontaneous process. The Observation Method in psychology is widely used to study behavior,
especially on objects whose cases are to be raised.
Originality - Brand image and price perception simultaneously have an effect positive and significant on the
decision to purchase noodles 2. Product quality has a positive and significant effect on the decision to purchase
noodles 3. Price perception has a positive and significant effect on the decision to purchase noodles. Service
quality has a positive and significant effect on purchasing decisions. 4. e variable that has the most dominant
effect in this study is the brand image variable, where the standardized Coefficient Beta value on the brand image
variable is greater than other variables.