Keputusan Pembelian Konsumen Terhadap Produk Ropangku Bakery di Kota Ambon

Abstract

This study aimed to analyze consumer preferences, purchasing decision levels, and the influence of consumer preferences on purchasing decisions for Ropangku Bakery products at the Waihaong and Batumerah Branches, Ambon City. The study used a descriptive analytical method with a survey approach through the distribution of questionnaires to 60 respondents who were determined using a purposive sampling technique. Data were analyzed using descriptive statistics and simple linear regression to see the relationship between variables. The results showed that consumer preferences for Ropangku Bakery products were in the good to very good category, especially in aspects of product quality, price suitability, employee service, and outlet convenience. The level of consumer purchasing decisions was also in the good category, indicated by high purchasing interest, purchase frequency, and the tendency to provide recommendations. Regression analysis showed that consumer preferences had a significant influence on purchasing decisions, which means that the more positive consumer perceptions of products and services, the higher their decision to purchase Ropangku Bakery products. Overall, this study emphasizes the importance of improving product and service quality to strengthen purchasing decisions and consumer loyalty