Understanding Consumer Purchase Decisions in Home-Style Restaurants: The Role of Product Quality, Price, and Location

Abstrak

The rapid growth of the culinary industry in Indonesia has intensified competition among restaurants, encouraging business owners to better understand the factors that influence consumer purchase decisions. Although previous studies have widely examined the effects of product quality, price, and location on purchasing decisions, limited attention has been given to home-style restaurants, which offer a distinctive dining experience based on traditional home-cooked meals. This study aims to examine the role of product quality, price, and location in influencing consumer purchase decisions at Emak Restaurant, a home-style restaurant in Jakarta. A quantitative research approach was employed using primary data collected through structured questionnaires distributed to customers who had previously purchased products at Emak Restaurant. A total of 100 respondents were selected using purposive sampling. The data were analyzed using multiple linear regression, partial significance (t-test), simultaneous significance (F-test), and the coefficient of determination (R²). The findings indicate that product quality, price, and location simultaneously have a significant influence on consumer purchase decisions. Partially, product quality and price have a positive and significant effect on purchase decisions, whereas location does not have a statistically significant effect. These findings suggest that consumers place greater importance on product quality and price than on physical accessibility when deciding to purchase from a home-style restaurant. The novelty of this study lies in its focus on consumer purchase decisions within the context of a home-style restaurant, a setting that has received relatively limited empirical attention compared with studies on fast-food restaurants and coffee shops. By examining the combined influence of product quality, price, and location in this specific context, this study contributes to a better understanding of consumer behavior in the culinary industry and provides practical insights for restaurant managers in developing strategies to enhance customer satisfaction and encourage repeat purchases.