IDEAS home Printed from https://ideas.repec.org/a/prv/pssjpv/2017.html

Perceived menu variety, taste, and price fairness as predictors of consumer purchase decisions at Shizuka Burger Tower Resto, Kisaran

Author

Listed:
  • Lukman Nul Hakin Marpaung

    (Department of Management, Faculty of Economics, Universitas Asahan)

  • Surya Bakti

    (Department of Management, Faculty of Economics, Universitas Asahan)

Abstract

The rapid expansion of Indonesia’s fast-food and casual-dining sectors has intensified competition among local burger outlets. Therefore, it is important to identify the marketing mix attributes that are most closely associated with consumer buying behaviors. This study examined the associations and predictive relationships between perceived menu variety, taste, perceived price fairness/value-for-money, and customers’ purchase decisions at Shizuka Burger Tower Resto in Kisaran, Indonesia. A quantitative cross-sectional associative survey design was employed. Primary data were collected through a five-point Likert questionnaire administered to 96 customers selected by accidental (non-probability) sampling and analyzed using multiple linear regression in IBM SPSS Statistics 22 after validity, reliability, classical assumption, and common method bias checks. The three predictors jointly explained a substantial 82.4% of the variance in purchase decisions, F(3, 92) = 143.582, p

Suggested Citation

  • Lukman Nul Hakin Marpaung & Surya Bakti, 2026. "Perceived menu variety, taste, and price fairness as predictors of consumer purchase decisions at Shizuka Burger Tower Resto, Kisaran," Priviet Social Sciences Journal, Privietlab Research Center, vol. 6(6), pages 488-501, June.
    • Handle: RePEc:prv:pssjpv:2017
    DOI: 10.55942/pssj.v6i6.2017
    as

    Download full text from publisher

    File URL: https://journal.privietlab.org/download.php?id=13375
    Download Restriction: no
    File URL: https://libkey.io/10.55942/pssj.v6i6.2017?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:prv:pssjpv:2017. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mochammad Fahlevi (email available below). General contact details of provider: https://journal.privietlab.org/index.php/PSSJ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.