PENGARUH CITA RASA, VARIASI RASA, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOPI KELILING JAGO DI JALAN GURU MUGHNI JAKARTA SELATAN

This study aims to determine the effect of taste, flavor variety, and price on purchasing decisions for Kopi Keliling Jago on Jalan Guru Mughni, South Jakarta. This study employed a quantitative approach involving 95 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS 25. The results showed that, partially, taste had a positive and significant effect on purchasing decisions, with a regression coefficient of 0.267, a t-value of 2.204, and a significance value of 0.030. Flavor variety also had a positive and significant effect, with a regression coefficient of 0.449, a t-value of 4.411, and a significance value of 0.000. Price had a positive and significant effect, with a regression coefficient of 0.267, a t-value of 3.212, and a significance value of 0.003. Simultaneously, taste, flavor variety, and price had a significant effect on purchasing decisions, with an F-value of 16.395 and a significance value of 0.000. Therefore, improving taste quality, providing greater flavor variety, and offering appropriate prices can increase consumers’ purchasing decisions for Kopi Keliling Jago.