The Effect of Taste, Negative Word of Mouth, and Price Perception on Purchase Decision
DOI:
https://doi.org/10.000000/belacoss.v1i5.430Keywords:
Taste, Negative Word of Mouth, Price PerceptionAbstract
This study aims to analyze the influence of taste, negative word of mouth, and price perception on purchasing decisions among consumers of the MSMEs (Micro, Small, and Medium Enterprises) Bubur Ayam Bang Jaya. The decline in sales in 2023 after the pandemic highlights the need to evaluate the factors influencing consumer behavior. In the context of micro culinary businesses, purchasing decisions are significantly affected by product taste quality, consumer opinions, and price perception. This research employs a quantitative approach with a survey technique. Primary data were collected through questionnaires distributed to 166 respondents using purposive sampling. Data analysis was conducted using the Partial Least Squares (PLS) method with the help of SmartPLS 4.1 software. The results of the study show that taste has a positive and significant influence on purchasing decisions, meaning that the higher the taste quality, the greater the likelihood of consumer purchase. Additionally, negative word of mouth also has a positive and significant influence, indicating that when negative reviews are properly managed or responded to, they can build consumer trust and encourage purchases. However, price perception does not have a significant effect on purchasing decisions, suggesting that consumers prioritize taste quality and peer reviews over price considerations. In conclusion, to increase purchasing decisions, MSMEs actors need to focus on improving product taste and developing effective communication strategies to handle consumer feedback, especially negative reviews.
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