Pengaruh Desain Produk, Cita Rasa, Dan Higienitas Terhadap Keputusan Pembelian Produk Mixue Surabaya. (The Influence of Product Design, Taste, and Hygiene on the Purchase Decision of Mixue Products in Surabaya).

Kurniawati, Octa Putri (2025) Pengaruh Desain Produk, Cita Rasa, Dan Higienitas Terhadap Keputusan Pembelian Produk Mixue Surabaya. (The Influence of Product Design, Taste, and Hygiene on the Purchase Decision of Mixue Products in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to analyze the influence of product design, taste, and hygiene on the purchase decisions of Mixue products in Surabaya. In an era of intense competition in the food and beverage industry, understanding the factors that affect consumer purchase decisions is crucial. The research employs a quantitative approach with an associative research design. The population of this study consists of Mixue consumers in Surabaya, with a sample of 96 respondents selected using purposive sampling techniques. Data were collected through questionnaires distributed to the respondents. The analysis results indicate that taste and hygiene have a positive and significant influence on purchase decisions, while product design does not show a significant effect. The F-test reveals that, simultaneously, product design, taste, and hygiene significantly influence the purchase decisions of Mixue products. This study provides recommendations for Mixue management to enhance product design aspects and maintain the quality of taste and hygiene to attract more consumers.

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