Pengaruh Kualitas Produk, Harga, dan Rating Konsumen Terhadap Keputusan Pembeli pada Warung Mie Jebew Teh Nda Kawunganten Yang Terdaftar di GrabFood

Abstract

The development of digital technology encourages Micro, Small, and Medium Enterprises (MSMEs), particularly in the culinary sector, to utilize food delivery platforms such as GrabFood as an effort to increase business competitiveness. However, the high level of internet and digital platform utilization does not automatically result in increased sales if it is not supported by the implementation of appropriate marketing strategies. This study aims to analyze the influence of product quality, price, and consumer ratings on purchasing decisions, and to test the influence of these three variables simultaneously at Warung Mie Jebew Teh Nda, a restaurant registered on the GrabFood platform. The research gap in this study is caused by the mismatch between high consumer ratings and suboptimal purchasing decisions. Furthermore, empirical studies that simultaneously analyze the influence of product quality, price, and consumer ratings on purchasing decisions of culinary MSMEs on the GrabFood platform are still relatively limited. The research method used is a quantitative approach with an associative design. Data collection was carried out by distributing questionnaires to GrabFood consumers. The results show that product quality, price, and consumer ratings each have a positive and significant influence on purchasing decisions. Furthermore, these three variables simultaneously also have a significant influence on consumer purchasing decisions. These findings emphasize the importance of product quality management, appropriate pricing, and optimizing consumer ratings in improving purchasing decisions for digital platform-based culinary MSMEs