Pengaruh Cita Rasa dan Kepercayaan Merek Terhadap Keputusan Pembelian Produk Indomie di Kecamatan Cengkareng Jakarta Barat

The Influence of Taste and Brand Trust on the Decision to Purchase Indomie Products in Cengkareng District West Jakarta

Abstract

Amidst intense competition in the food and beverage industry, particularly within the instant noodle sector, Indomie remains the top choice for Indonesian consumers, thanks to its distinctive taste and brand trust cultivated over decades. This phenomenon highlights the need for further research into the factors underlying consumer decisions to purchase Indomie products. This study aims to analyze the partial effects of taste and brand trust on purchasing decisions, as well as their simultaneous effect on the decision to purchase Indomie products in the Cengkareng District of West Jakarta. A quantitative approach was employed, utilizing purposive sampling to select 97 respondents who had purchased and consumed Indomie. Data analysis was conducted using multiple linear regression via SPSS software. The results indicate that taste has a positive and significant effect on purchasing decisions t-value of 6.480 and significance 0.000, and brand trust also has a positive and significant effect t-value of 7.706 and significance 0.000, Furthermore, the two variables exert a significant simultaneous effect F-value of 140.875 and significance 0.000, with an Adjusted R-Square coefficient of determination of 0.745.