ANALISIS FAKTOR - FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN CIMORY YOGHURT DI KOTA MALANG ( STUDI KASUS DI SUPERINDO TLOGOMAS DAN BENDUNGAN SUTAMI )

The beverage industry in Indonesia has developed quite well, marked by the many types
and brands of milk-based drinks circulating in the market. One type is yogurt. According
to SNI 2981.2009, yogurt is a product produced from the fermentation of reconstituted milk using Streptococcus thermophilus and Lactobacillus bulgaricus bacteria or other appropriate lactic acid bacteria. This yogurt has many benefits and high nutritional content for our bodies. There are many companies that produce various types of yogurt products, one of which is Cimory yogurt. Manufacturers can form impressions on consumers in various ways, such as price, taste, brand image, product quality, and promotion. These factors include aspects to determine the decision to purchase Cimory yogurt products. This study aims to determine the factors that influence the decision to purchase Cimory yogurt in Malang City. This type of research uses quantitative descriptive. The respondents used in this study were consumers who had bought and consumed Cimory yogurt, the consumers in question were people who made purchases at Superindo Tlogomas and Bendungan Sutami, Malang City. The sample used was 100 respondents, using purposive sampling
technique. This study uses multiple linear regression analysis test calculations with statistical test tools SPSS software version 25 and is used to conduct classical assumption tests. The results of the research that has been done show that the variables of price, taste, brand image, product quality and promotion have a significant and positive influence on the purchasing decision of Cimory yoghurt in Malang City.