Pontianak – Product quality has been identified as the most influential factor affecting consumers' purchasing decisions at Goela Gelato & Pizzeria in Pontianak. Although price also plays a significant role, customers place greater importance on taste, ingredient freshness, menu variety, and food presentation than on price alone. These findings were reported by Selvia Apriyani and Samsuddin from the Faculty of Economics and Business, Universitas Muhammadiyah Pontianak in a study published in 2026 in the International Journal of Scientific Multidisciplinary Research (IJSMR). The research highlights that maintaining consistent product quality is the most effective strategy for attracting and retaining customers in an increasingly competitive culinary industry.
The food and beverage industry continues to grow rapidly as consumers are presented with an expanding range of dining options. This increasingly competitive environment requires restaurants to deliver products that not only taste good but also consistently meet customer expectations while offering prices that reflect their perceived value. As competition intensifies, purchasing decisions are no longer driven solely by price but increasingly by the overall quality of the products and dining experience offered.
Goela Gelato & Pizzeria is a modern restaurant in Pontianak offering a wide selection of menu items, including gelato, pizza, pasta, desserts, salads, and beverages. According to company records, the restaurant's net profit increased steadily between 2023 and 2025. However, its growth rate slowed as more modern restaurants offering similar products entered the local market. This situation prompted the researchers to investigate the factors influencing consumers' purchasing decisions at Goela Gelato & Pizzeria.
The researchers employed a quantitative associative research design to examine the effects of product quality and price on purchasing decisions. The study involved 100 consumers who had purchased products from the restaurant at least twice. Participants were selected using purposive sampling, and data were collected through five-point Likert-scale questionnaires. The responses were analyzed using multiple linear regression with SPSS software. Before conducting the analysis, all research instruments were confirmed to be valid and reliable, while the regression model successfully met the assumptions of normality, linearity, and multicollinearity.
The study found that product quality has a positive and statistically significant effect on purchasing decisions. The regression coefficient of 0.174, a t-value of 3.280, and a significance level of 0.001 indicate that improvements in perceived product quality significantly increase consumers' likelihood of making a purchase. The researchers found that customers paid close attention to food taste, ingredient freshness, menu diversity, product presentation, and overall product quality when deciding whether to purchase from the restaurant.
The analysis also revealed that price has a positive and significant influence on purchasing decisions. With a regression coefficient of 0.123, a t-value of 2.201, and a significance level of 0.030, the findings suggest that consumers evaluate whether the price is appropriate relative to the quality and benefits they receive. When customers perceive that prices fairly reflect product value, they become more willing to complete a purchase.
When both variables were examined simultaneously, the results showed that product quality and price together significantly influence purchasing decisions. The statistical analysis produced an F-value of 10.240 with a significance level of 0.000, confirming that the two variables jointly contribute to consumers' decisions to purchase products at Goela Gelato & Pizzeria.
Despite their significant influence, the explanatory power of these two variables remains relatively limited. The study reported an R Square value of 0.174, meaning that product quality and price account for only 17.4% of the variation in purchasing decisions. The remaining 82.6% is explained by other factors not included in the research model, such as service quality, restaurant atmosphere, promotional strategies, location, brand image, customer experience, and other consumer-related considerations.
One of the study's most important findings is that product quality has a stronger influence on purchasing decisions than price. This conclusion is supported by the standardized beta coefficient of 0.312 for product quality, compared with 0.210 for price. The findings indicate that although consumers remain sensitive to pricing, they place greater value on delicious food, fresh ingredients, attractive presentation, and a diverse menu when selecting a restaurant.
According to Selvia Apriyani and Samsuddin, these findings suggest that restaurants should prioritize maintaining and continuously improving product quality to remain competitive in today's culinary market. In addition to preserving taste consistency and ingredient quality, businesses should also focus on attractive presentation and pricing strategies that accurately reflect the value perceived by customers. Such efforts can strengthen customer satisfaction and encourage repeat purchases.
The researchers further recommend that businesses broaden their strategic focus beyond product quality and price by improving service quality, enhancing restaurant atmosphere, strengthening marketing strategies, optimizing location, building brand image, increasing customer satisfaction and loyalty, and encouraging positive customer reviews on digital platforms. Addressing these additional factors could further strengthen consumers' purchasing decisions in the future.
Overall, the study concludes that product quality remains the primary driver of purchasing decisions in the modern culinary industry. While price remains an important consideration, consumers place greater value on high-quality products that deliver excellent taste, freshness, and satisfying dining experiences. Maintaining consistent product quality therefore represents a critical strategy for achieving long-term business success in an increasingly competitive restaurant market.
Author Profile
Selvia Apriyani – Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Indonesia.
Samsuddin – Faculty of Economics and Business, Universitas Muhammadiyah Pontianak, Indonesia.
Research Source
Article Title: The Effect of Product Quality and Price on Consumer Purchase Decisions at Goela Gelato & Pizzeria in Pontianak.
Journal: International Journal of Scientific Multidisciplinary Research (IJSMR), Vol. 4, No. 7, 2026.
DOI: https://doi.org/10.55927/ijsmr.v4i7.95
Journal Website: https://journalijsmr.my.id/index.php/ijsmr
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