Pengaruh Cita Rasa dan Persepsi Harga terhadap Minat Beli Ulang Konsumen Nasi Goreng di Sekitar Kampus Universitas Negeri Medan
DOI:
https://doi.org/10.37481/sjr.v9i4.1611Keywords:
Taste, Price Perception, Repurchase Intention, Consumer Loyalty, Culinary BusinessAbstract
Consumer repurchase intention has become an important issue for small culinary businesses operating in highly competitive environments, particularly around university areas where customers have many alternative food choices. Maintaining product quality and offering reasonable prices are therefore essential to encourage repeat purchases. This study aimed to examine the influence of taste and price perception on consumers repurchase intention toward fried rice businesses around Universitas Negeri Medan. A quantitative survey approach was employed using purposive sampling, involving 50 respondents who had purchased fried rice at least twice. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using multiple linear regression supported by validity and reliability tests, as well as partial and simultaneous hypothesis testing. The findings indicate that both taste and price perception positively and significantly affect consumers repurchase intention, both individually and simultaneously. The proposed model explains a substantial proportion of the variation in repurchase intention, suggesting that these two factors play an important role in shaping consumer loyalty. The findings provide practical insights for culinary business owners to maintain consistent product quality while establishing pricing strategies that match consumers' expectations and purchasing power.
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