Pengaruh Cita Rasa, Kualitas Pelayaan dan Lokasi Terhadap Keputusan Pembelian Mie Gacoan Cabang Tropodo pada Masyarakat Kecamatan Gedangan Sidoarjo. (The Influence of Taste, Service Quality and Location on Purchasing Decisions on Tropodo Branch of Gacoan Noodles in the Gedangan Sub-District Community, Sidoarjo).

Mufiyanti, Emilia Ayu (2025) Pengaruh Cita Rasa, Kualitas Pelayaan dan Lokasi Terhadap Keputusan Pembelian Mie Gacoan Cabang Tropodo pada Masyarakat Kecamatan Gedangan Sidoarjo. (The Influence of Taste, Service Quality and Location on Purchasing Decisions on Tropodo Branch of Gacoan Noodles in the Gedangan Sub-District Community, Sidoarjo). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Mie Gacoan, one of the subsidiaries of PT Pesta Pora Abadi established in 2016 is engaged in the culinary field and has developed into a market leader in the East Java, Central Java, West Java and Bali regions. In Sidoarjo Regency, Mie Gacoan has eight branches including the Tropodo branch, which is the focus of this research. This study aims to analyze the effect of taste, service quality, and location on purchasing decisions for the Tropodo branch of Mie Gacoan, both partially and simultaneously. This study involved 100 respondents who were residents of Gedangan District, Sidoarjo, who had never bought at the Tropodo branch of Mie Gacoan. The sampling technique used a non-probability sampling method with a purposive sampling approach based on certain criteria. Data were collected through questionnaires distributed online using Google Form, and analyzed using quantitative methods. Data analysis techniques include multiple linear regression analysis, t test, F test, and coefficient of determination (R²) test. The classical assumption test, including multicollinearity test, heteroscedasticity test, autocorrelation test, and normality test, shows that the model meets the analysis requirements. The validity test shows that all indicators are valid, with r count> r table at a significance level> 0.05, while the reliability test shows a Cronbach's Alpha value> 0.60. The results showed that taste, service quality, and location partially and simultaneously have a positive and significant influence on purchasing decisions. These findings provide valuable insights for the manager of Mie Gacoan Tropodo branch in increasing competitiveness in the market for similar spicy food in the Sidoarjo area.

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