THE INFLUENCE OF FOOD QUALITY AND FOOD EXPERIENCE ON BUYER DECISIONS AT MOCO COFFEE MANADO PENGARUH FOOD QUALITY DAN FOOD EXPERIENCE TERHADAP KEPUTUSAN PEMBELI DI MOCO COFFE MANADO

Ester Manuty, Donald Rondonwu, Jenny Kaligis

Abstract


This investigationis designed to scrutinize the impact of culinary quality and dining experience on the procurement choices made at MocoCoffe Manado. Employeing a quantitative research methodology, the study utilized purposive ampling to select a cohort of 100 participants. Subsequent data analysis incorporated assessment of validity,reliability, prerequisite and the coeffiecinet of determination. The findings incidate that aspect of both food quality and the overall dininng experience exert a demionstralybaly positive and statistically significant effect on purchasing decisions, irrespective of whether these factors are considered independentfly or in concert.

Keywords: Food Quality, Food Experience, Buyer decisions

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