Quality of ingredients, price: Determinants of The Decision to Buy Pastry in a Coffee Shop

The Coffee Shop presents a variety of excellent pastry products produced by the pastry department, neatly arranged and eye-catching from behind the window. There are also guests who are attracted and buy without judging whether the price is cheap or expensive, judging by the quality and appearance. On the other hand, some guests consider the price factor before buying. Is there a relationship between the decision to purchase pastry products, the quality of ingredients and products, and price. The study aims to determine the relationship between purchasing decisions for pastry products and the quality of ingredients and products and prices. This type of research is a quantitative associative approach, to analyze the relationship between two or more variables, using multiple linear regression techniques and convenience sampling. The results showed that Product Diversity and Product Price have a significant influence on purchasing decisions, while Product Quality does not have a significant influence on purchasing decisions. It is suspected that respondents do not understand product quality. Recommendations for further research researchers can use respondents from the appropriate market segment or use qualitative research types.