PENGARUH PRICE PERCEPTION DAN SERVICE QUALITY TERHADAP PURCHASE INTENTION RUMAH MAKAN “MIE GACOAN” CABANG KOTABARU YOGYAKARTA

Abstract

This study aims to examine the influence of Price Perception and Service Quality on Purchase Intention among consumers of "Mie Gacoan" restaurant, Kotabaru branch, Yogyakarta. The study employs a descriptive quantitative approach with a purposive sampling technique, involving 155 respondents who have purchased at the branch. Data were collected using a structured questionnaire that was tested for validity and reliability. Data analysis was conducted using multiple linear regression after meeting classical assumption tests. The results reveal that both price perception and service quality significantly influence purchase intention, with price perception having a greater impact than service quality. These findings indicate that fair and value-aligned price perception is the primary factor driving consumers’ purchase intention, while service quality acts as an essential supporting factor in enhancing purchase intention. This study contributes to understanding the factors influencing consumer behavior in the culinary sector, particularly in restaurants targeting young generations with medium income levels.