ANALISIS PENGARUH PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN DI KOTA MALANG

The number of food and beverage industries causes competition between Gacoan Noodle restaurants and other culinary businesses to be tighter. Therefore, it is important for Gacoan Noodle restaurants to understand the needs and desires of consumers in order to win this competition. This study aims to determine the effect of consumer preferences on decisions using the Structural Equation Modeling- Partial Least Square (SEM-PLS) analysis approach. Respondents used were 85 consumers of Gacoan Noodles with proportional random sampling technique conducted in December 2023 - January 2024. The results showed that product quality and brand image have a direct effect on purchasing decisions and on consumer preferences. Service quality has no direct effect on purchasing decisions but has a direct effect on consumer preferences. Meanwhile, product quality, service quality, and brand image affect purchasing decisions through consumer preferences as intervening variables and there is a relationship between consumer preferences and purchasing decisions.