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THE INFLUENCE OF PRODUCT TASTE PERCEPTION, PRODUCT PRICE PERCEPTION, AND SOCIAL MEDIA PROMOTION PERCEPTION ON CONSUMER PURCHASE INTENTION FOR DAPUR RASA PRODUCTS AT PT SINERGI BREBES INOVATIF

Abstract

Consumer purchase intention is a consumer behavior toward a product that is influenced by various factors, with price perception being a crucial element in how consumers select a product. Consumer perception regarding individual desires and taste preferences, which vary from person to person, is also essential to study. Furthermore, social media serves as an effective means of promotion to reach a wider range of consumers. This study aims to analyze the influence of taste perception, price perception, and social media promotion perception on consumer purchase intention for Dapur Rasa products at PT Sinergi Brebes Inovatif. This study uses a quantitative research design to examine a population comprising consumers of Dapur Rasa products. Given the indeterminate size of the total population, the sample size was established at 100 participants through the application of the Cochran formula. Primary data were gathered via structured questionnaires, and the resulting dataset was subjected to multiple linear regression analysis utilizing the IBM SPSS Version 25. The conclusions of this research indicate that perceived taste partially exerts a positive and significant influence on consumer purchase intention for Dapur Rasa products at PT Sinergi Brebes Inovatif, as evidenced by a regression coefficient of 0.333, a tstatistics of 6.946 (> ttable 1.985), and a sig. of 0.000. Conversely, price perception is found to have a negative and significant partial effect on purchase intention, supported by a regression coefficient of -0.405 and a tstatistics of -11.106. Furthermore, social media promotion perception shows a positive and significant partial impact with a coefficient of 0.454 and a tstatistics of 8.584. When tested simultaneously, perceived taste, price perception, and social media promotion perception collectively have a positive and significant effect on consumer purchase intention, which is proven by an Fstatistics value of 96.974 (> Ftable 2.699) and a sig. of 0.000 (< 0.05).