ANALYSIS OF CONSUMER DECISION FACTORS IN ONLINE FOOD PURCHASING MALEA RICE BOWL PANDEGLANG

Abstract

The desired item or product, product quality, service quality and taste image are  one of the factors that have a relationship with purchasing decisions.The aim is to analyze the Consumer Decision Factors in Buying Malea Rice Bowl Online Food by using the independent variables of product quality, service quality and taste image. This research method uses an associative quantitative method with a non-probability sampling method by distributing questionnaires to Malea Rice Bowl Pandeglang consumers with a population of 313 consumers and the sample is calculated using the Slovin formula to obtain a sample size of 77 respondents and this research is processed using the SPSS Version application. 26. The results of this research state that the Pearson correlation for product quality is 0.789 with an R Square of 0.622. The Pearson correlation for service quality is 0.762 with an R Square of 0.580. The Pearson correlation of taste image is a strong 0.741 with an R Square of 0.549. Based on the research results, it can be concluded that product quality has a strong relationship of 62.2%. Service quality has a strong relationship of 58% and taste image has a strong relationship of 54.9%