THE EFFECT OF PRICE, PRODUCT, AND PHYSICAL EVIDENCE ON CONSUMERS’ PURCHASE DECISIONS AT MIE GACOAN JEMBER REGENCY
DOI:
https://doi.org/10.31959/jm.v15i1.3562Abstract
Introduction: The rapid expansion of Indonesia’s fast-food sector has intensified market competition, prompting brands to identify the key drivers of consumer buying behavior. This research investigates how price, product quality, and physical evidence influence consumer purchasing decisions at Mie Gacoan, Jember Branch. The study specifically seeks to assess how each of these variables, both individually and collectively, affects the purchasing behavior of young consumers, who are primarily comprised of students and university-level respondents.
Methods: This study adopted a quantitative field research Design, drawing on primary data obtained from 160 respondents selected through purposive sampling. The gathered data were analyzed using multiple linear regression techniques, aided by statistical software to evaluate both the individual (partial) and combined (simultaneous) influences of the examined variables.
Results: The results of this study reveal that the three independent variables have a positive and significant impact on consumer purchasing decisions, with product quality identified as the most influential factor. An Adjusted R^2 value of 0.617 indicates that about 61.7% of the variance in purchase decisions is explained by these variables. In contrast, the remaining 38.3% is attributed to other determinants beyond the scope of this model.
Conclusion and suggestion: The study concludes that the combination of competitive pricing, high product quality, and appealing physical evidence is the key determinant shaping purchase decisions among young consumers. The practical implications of this research highlight the importance of implementing marketing strategies that prioritize product quality and customer experience to sustain consumer loyalty and strengthen the brand’s competitive position in the fast-food industry.
Keywords: Mie Gacoan, Physical Evidence, Price, Product Quality, Purchase Decision
References
Agriculture and Agri-Food, C. (2024, May 29). Foodservice Profile – Indonesia.
Ali Basyah, A., Mohd Shukri, N. A., & Sowtali, S. N. (2025). Dietary Fast-food Habits Among University Students: A Systematic Review. INTERNATIONAL JOURNAL OF CARE SCHOLARS, 8(2), 122–132. https://doi.org/10.31436/ijcs.v8i2.397
Aulya, V. R., Shafira, A. O., Fandora, K., & Evanita, S. (2025). Price and Quality Drive Purchase Decision via Purchase Interest on Tangkelek. Academia Open, 10(2). https://doi.org/10.21070/acopen.10.2025.11684
Azhari, M. T., Al Fajri Bahri, M. P., Asrul, M. S., & Rafida, T. (2023). Metode penelitian kuantitatif. PT. Sonpedia Publishing Indonesia.
Basu, A. (2021). Cronbach’s alpha. https://doi.org/10.32388/3XOD6Z
Chang, X., & Shandong University of Finance & Economics Shungeng Road, C. (2019). Research On The Effect Of Price Character On Price Overall Perception. Recent Developments on Information and Communication Technology (ICT) Engineering, 67–70. https://doi.org/10.35745/icice2018v2.017
Cheng, B. L., Gan, C. C., Imrie, B. C., & Mansori, S. (2019). Service recovery, customer satisfaction and customer loyalty: Evidence from Malaysia’s hotel industry. International Journal of Quality and Service Sciences, 11(2), 187–203.
Cindy Debby Mayank Sary, & Komalasari, D. (2025). The Effect Word Of Mouth, Product Quality And Price On Purchase Decisions At Mie Gacoan In Sidoarjo. Journal of Economic and Economic Policy, 2(4), 239–259. https://doi.org/10.61796/ijecep.v2i4.68
Darmawan, D., Ramadhani, Y. R., Harto, P., Gumilar, E. B., Lusiani, L., Pramayanti, D. I., Arsawan, I. W. E., Wicaksono, G., Nisa, T. F., & Tanwir, T. (2024). Metode penelitian kuantitatif.
Dearlyn Astania & Andi Azhar. (2025). Generation Z Preferences For Menu Variety and Restaurant Atmosphere: Implications For Yoshinoya. Pedagogic Research-Applied Literacy Journal, 2(1), 164–168. https://doi.org/10.70574/2tj2mp50
Devi, C. P., & Pontang, G. S. (2025). Pola Konsumsi dan Motivasi Mahasiswa Program Studi S1 Gizi Universitas Ngudi Waluyo dalam Memilih Street Food Sebagai Menu Makan Utama. Science Technology and Management Journal, 5(2), 114–119. https://doi.org/10.53416/stmj.v5i2.407
Dombi, J., & Jónás, T. (2021). Likert Scale-Based Evaluations with Flexible Fuzzy Numbers. In J. Dombi & T. Jónás, Advances in the Theory of Probabilistic and Fuzzy Data Scientific Methods with Applications (Vol. 814, pp. 167–187). Springer International Publishing. https://doi.org/10.1007/978-3-030-51949-0_5
Ebgc, A. R., & Ebgc, M. M. (2023). Strategies to Retain Loyalty Through Customer Satisfaction in East Java. Journal of Economics, Business, and Government Challenges, 5(02). https://doi.org/10.33005/ebgc.v5i02.230
Febrianti, D. D., Rafiudin, R., Universitas Muhammadiyah Jember, Salsabila Putri, Y., Universitas Muhammadiyah Jember, (2024). The Influence of Price, Promotion, Product Quality on Purchasing Decisions at ‘Mie KBR’ Jember. JOURNAL OF ECONOMICS, FINANCE AND MANAGEMENT STUDIES, 07(01). https://doi.org/10.47191/jefms/v7-i1-39
Ferry Cahaya, Y., Siswanti, I., Faculty of Economics and Business, Universitas Mercu Buana, Jakarta- Indonesia, Perbanas Institute, Jakarta-Indonesia. (2023). Contributions to Customer Satisfaction from Product Quality, Promotion and Price. Journal Of Economics, Finance And Management Studies, 06(06). https://doi.org/10.47191/jefms/v6-i6-02
Fiana, E. O., & Hartati, R. (2023). Pengaruh Kualitas Produk, Harga, dan Lokasi terhadap Keputusan Pembelian (Studi pada Rumah Makan “Mie Gacoan” di Daerah Istimewa Yogyakarta). Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 3(2), 149. https://doi.org/10.35917/cb.v3i2.341
Igolkina, A. A., & Samsonova, M. G. (2018). SEM: Structural Equation Modeling in Molecular Biology. Biophysics, 63(2), 139–148. https://doi.org/10.1134/S0006350918020100
Islam, Md. T., Pradhan, B., Pandey, U., Hussin, S. R., & Wong, F. Y. (2023). Aesthetic Appeal and Beyond: Examining the Influence of Restaurant Interior Design on Bangladeshi Consumers’ Satisfaction and Revisit Intention. ASEAN Journal on Hospitality and Tourism, 21(2), 66–81. https://doi.org/10.5614/ajht.2023.21.2.05
Jankovic, S. (2022). The Multivariate Statistical Analysis – Multiple Linear Regression. International Journal on Biomedicine and Healthcare, 10(4), 173. https://doi.org/10.5455/ijbh.2022.10.173-175
Jati, L. P., Sudrajat, A., & University Of Singaperbangsa Karawang. (2024). The Effect On Product Quality And Price On Consumer Purchasing Decisions Of Mie Gacoan Jababeka. Strategic Management Business Journal, 4(01), 1–11. https://doi.org/10.55751/smbj.v4i01.93
kumparan, B. (2023, Mei). Pembeli Melonjak, Omzet Mie Gacoan Bisa Melebihi Rp 100 Juta/Hari. https://kumparan.com/kumparanbisnis/pembeli-melonjak-omzet-mie-gacoan-bisa-melebihi-rp-100-juta-hari-20R1OFWK0jI
Kurniawan, S., & Rahman, M. A. (2025). Customer loyalty in the culinary product market: The role of satisfaction in mediating the relationship between service quality, product value, and pricing. Journal of Economic, Business & Accounting Research, 3(1), 77–89. https://doi.org/10.61511/jembar.v3i1.2025.1692
Kusuma, D. A., Putra, F. I. F. S., & Tri Esti Rahayuningtyas. (2024). Mengungkap Pengaruh Label Halal, Kualitas Pelayanan, Bukti Fisik, dan Promosi Media Sosial terhadap Keputusan Pembelian Mie Gacoan di Semarang. JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 9(2), 302–316. https://doi.org/10.29407/nusamba.v9i2.21456
Lee, J.-M., & Jin, Y.-M. (2023). The Effect of Spatial Production in Hair Salons on Customer’s Revisit Intention and Word-of-Mouth Intention. Journal of the Korean Society of Cosmetology, 29(4), 946–953. https://doi.org/10.52660/JKSC.2023.29.4.946
LLP, P. M. R. & C. (2024, December 18). Quick Service Restaurants Market is Projected to Reach USD 468.98 Billion by 2034, exhibiting a CAGR of 4.9%| PMR. GlobeNewswire News Room.
Mertel, B. (2020). The Effects of Service Quality and E-Service Quality on Customer Satisfaction, E-Satisfaction, Loyalty, E-Loyalty: A Study on Aviation Sector [Master’s Thesis, Kadir Has Üniversitesi].
Mulyono, A., & Larasati, Y. (2025). Pengaruh Price Perception Dan Service Quality Terhadap Purchase Intention Rumah Makan “Mie Gacoan” Cabang Kotabaru Yogyakarta. Efektif : Jurnal Bisnis Dan Ekonomi, 15(2 Desember), 109–125. https://doi.org/10.37159/hywm7z77
Muslimin, D., Majid, M. N., Effendi, N. I., Simarmata, N., Ristiyana, R., Langelo, W., & Januarsi, Y. (2023). Metodologi Penelitian Kuantitatif dan Kualitatif. Pertama, Global Eksekutif Teknologi. Pertama. Edited by N. Mayasari. Padang.
Nurjannah, N., Mahmut, C., Wanti, W., Nadia, N., & Tahir, M. A. (2025). Analysis of the Influence of Price, Product Quality, and Brand Image on Consumer Purchase Decisions at Matahari Departement Store in Palopo City. Riwayat: Educational Journal of History and Humanities, 8(3), 2650–2660. https://doi.org/10.24815/jr.v8i3.47397
Pane, S. A., Syahreza, D. S., Yumni, R., Simanjuntak, S., Marpaung, J., & Prabowo, S. W. (2024). Analysis of the Influence of Product Innovation, Product Price, and Product Quality on Consumer Purchasing Decisions for Medan Pancing Mie Gacoan. Economic: Journal Economic and Business, 3(3), 135–145. https://doi.org/10.56495/ejeb.v3i3.607
Peradi, F., & Sulistyobudi, Y. T. L. (2025). The Impact Of Price And Quality Perception On Consumer Purchase Decisions: A Case Study Of 3second Fashion Brand In Indonesia. The International Conference on Sustainable Economics Management and Accounting Proceeding, 1, 1269–1281. https://doi.org/10.32424/icsema.1.1.383
Pratiwi, A. A., Yuliana, R., & Hamdani, M. (2024). Sosial Media dan Gaya Hidup Hedonisme Terhadap Perilaku Konsumtif pada Karyawan Muda di Kota Semarang. EconBank: Journal of Economics and Banking, 6(2), 266–279.
Priyastama, R. (2020). The Book of SPSS: Pengolahan & Analisis Data. Anak Hebat Indonesia.
Qomusuddin, I. F., & Romlah, S. (2022). Analisis data kuantitatif dengan program IBM SPSS Statistic 20.0. Deepublish.
Rahma Diani, N. A. (2022). Pengaruh Brand Image, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Di Restoran Mie Kiro Kebumen. AKSIOMA : Jurnal Manajemen, 1(2), 63–79. https://doi.org/10.30822/aksioma.v1i2.1768
Ridwan, R. (2024). Price Perception and Brand Affect Purchase Decision. Siber Nusantara of Economic and Finance Review, 1(1), 24–29. https://doi.org/10.38035/snefr.v1i1.270
Rodrigues, G. M. C., Salgado, M. J., Fernandes, A. P., Jaime, A. R., Macedo, A. M., & Salavessa, M. (2023). Time for implementation of local observational studies. Porto Biomedical Journal, 8(2). https://doi.org/10.1097/j.pbj.0000000000000204
Sari, S. A. D., Bakti, D. K., & Hasanah, J. (2025). The Influence of Price Perception, Service Quality, Taste on Customer Satisfaction at Mie Gacoan in Bandar Lampung. Journal of Business Management and Economic Development, 3(02), 529–540. https://doi.org/10.59653/jbmed.v3i02.1506
Sharma, S., Deshmukh, A. R., & Kumar, Y. (2025). Strategic Insights into QSR Marketing & Operations: Case Studies and Best Practices. International Journal For Multidisciplinary Research, 7(1), 34934. https://doi.org/10.36948/ijfmr.2025.v07i01.34934
Sihotang, H. (2023). Metode penelitian kuantitatif. Uki Press. http://repository.uki.ac.id/13063/
Sobriyah, S., Saini, S., Khoir, Q., Ningratna, R. H. S., & Fitriyah, A. W. (2024). Pelatihan Produk Tahu Inovatif untuk Membangun Kemandirian Ekonomi Melalui Kreativitas di Desa Kalianyar. ALKHIDMAH: Jurnal Pengabdian Dan Kemitraan Masyarakat, 2(2), 28–38.
Subhaktiyasa, P. G. (2024). Menentukan Populasi dan Sampel: Pendekatan Metodologi Penelitian Kuantitatif dan Kualitatif. Jurnal Ilmiah Profesi Pendidikan, 9(4), 2721–2731.
Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty toward online food delivery service: The role of e-service quality and food quality. Journal of Foodservice Business Research, 22(1), 81–97. https://doi.org/10.1080/15378020.2018.1546076
Suharto, M. Y. (2019). Analisis Penerapan Teori Antrean pada Mie Gacoan Jember (Skripsi). Universitas Jember Repository.
Susanto, P. C., Arini, D. U., Yuntina, L., Soehaditama, J. P., & Nuraeni, N. (2024). Konsep Penelitian Kuantitatif: Populasi, Sampel, dan Analisis Data (Sebuah Tinjauan Pustaka). Jurnal Ilmu Multidisplin, 3(1), 1–12.
Syaiful, R., & Astuti, M. (2022). The Effect of Product Quality, Price and Product Design on Purchasing Decisions of Sasword Disutoru Products. Indonesian Journal of Law and Economics Review, 14. https://doi.org/10.21070/ijler.v14i0.750
Taneja, S., & Goyal, P. (2020). Impact of Physical Proximity in Romantic Relationships on Trust, Commitment and Relationship Satisfaction among Young Adults. Indian Journal of Mental Health, 7(1), 15. https://doi.org/10.30877/ijmh.7.1.2020.15-20
Tania, A. S. R., & Nurudin, N. (2021). Self Disclosure Komunikasi Antar Pribadi Pasangan Jarak Jauh Dalam Mempertahankan Hubungan Saat Physical Distancing Era Pandemic COVID-19. Komuniti: Jurnal Komunikasi Dan …. https://journals.ums.ac.id/komuniti/article/view/12935
Trisakti Institute of Tourism, Pramudito, P., Rachim, F., Trisakti Institute of Tourism, Abduh, M. S., (2025). Food Product Quality: Literature Study on the Dimensions of Food Product Quality. International Journal of Social Science and Human Research, 08(06). https://doi.org/10.47191/ijsshr/v8-i6-52
Vetyandani Safrina Putri & Murwanto Sigit. (2023). Determinan Loyalitas Konsumen Mie Gacoan Di Yogyakarta. Trending: Jurnal Manajemen Dan Ekonomi, 1(4), 105–122. https://doi.org/10.30640/trending.v1i4.1454
Widayanti, T. (2021). Use of Google Form in Support of Data Collection for Student Scientific Work. JUDIMAS, 1(1), 85. https://doi.org/10.30700/jm.v1i1.1015
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Adimas Ilham Aminullah, Roro Aditya Novi Wardhani, Yusita Titi Hapsari
This work is licensed under a Creative Commons Attribution 4.0 International License.
