Pengaruh Kualitas Rasa, Harga, Dan Promosi Terhadap Keputusan Pembelian Pada DKS Donat Kentang di Labuhanbatu

Abstract

This study analyzes the influence of taste quality, price, and promotion on consumer purchasing decisions at DKS Potato Donuts in Labuhanbatu. Using a quantitative associative approach, data were collected from 76 respondents through a structured questionnaire processed with multiple linear regression. The findings show that taste quality has a positive and significant effect on purchasing decisions, indicating that flavor, texture, aroma, and product consistency play an essential role in creating satisfaction and encouraging repeat purchases. Price also significantly influences consumer decisions, as buyers perceive DKS products as affordable and appropriate for the quality and portion offered. Promotion is identified as the most dominant factor, where attractive and accessible promotional content—especially through social media—effectively raises awareness and motivates purchases. Simultaneously, taste quality, price, and promotion explain 59.8% of the variation in purchasing decisions, confirming that these three variables are crucial in shaping consumer behavior. The results provide insights for local culinary businesses to strengthen marketing strategies through consistent product quality, competitive pricing, and optimized promotional activities.