PENGARUH CITA RASA DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MINUMAN SUSU PASTEURISASI VARIAN RASA “BELISUSU.CO”

This study aims to analyze the influence of taste and price on the purchasing decisions of Belisusu.co's pasteurized milk products, both partially and simultaneously. The research method employed is a quantitative approach using a survey technique involving 100 respondents, predominantly consisting of students in Malang City. Data were collected through questionnaires and analyzed using multiple linear regression via SPSS version 25 software. Belisusu.co products are offered at a uniform price of IDR 12,000 per bottle (250 ml), featuring four main flavor variants: Strawberry, Mango, Chocolate, and Palm Sugar Iced Milk Coffee. The results indicate that partially, taste has a significant effect on purchasing decisions with a significance value of 0.024, while price also shows a significant effect with a significance value of < 0.001. Simultaneously, these two variables significantly influence purchasing decisions (sig. < 0.001) with a coefficient of determination R2 of 0.745. This demonstrates that 74.5% of purchasing decisions are influenced by taste and price, with the price variable identified as the most dominant factor. The study concludes that the synergy between consistent taste and pricing that aligns with consumer purchasing power is the primary key to increasing purchasing decisions for Belisusu.co products.This study aims to analyze the influence of taste and price on the purchasing decisions of Belisusu.co's pasteurized milk products, both partially and simultaneously. The research method employed is a quantitative approach using a survey technique involving 100 respondents, predominantly consisting of students in Malang City. Data were collected through questionnaires and analyzed using multiple linear regression via SPSS version 25 software. Belisusu.co products are offered at a uniform price of IDR 12,000 per bottle (250 ml), featuring four main flavor variants: Strawberry, Mango, Chocolate, and Palm Sugar Iced Milk Coffee. The results indicate that partially, taste has a significant effect on purchasing decisions with a significance value of 0.024, while price also shows a significant effect with a significance value of < 0.001. Simultaneously, these two variables significantly influence purchasing decisions (sig. < 0.001) with a coefficient of determination R2 of 0.745. This demonstrates that 74.5% of purchasing decisions are influenced by taste and price, with the price variable identified as the most dominant factor. The study concludes that the synergy between consistent taste and pricing that aligns with consumer purchasing power is the primary key to increasing purchasing decisions for Belisusu.co products.