Brand image, pricing, service quality, and online customer reviews play a crucial role in shaping consumer purchasing decisions for popular culinary products in regional areas. A recent study conducted by Gilang Dwi Cahyo, Adeharina Pratiwi, and Setyaningsih Sri Utami from Slamet Riyadi University Surakarta examines how digital marketing and operational factors influence culinary consumer behavior in developing regions such as Wonogiri Regency.
The food and beverage industry in Indonesia continues to experience positive growth driven by shifting public lifestyles and the adoption of digital platforms. However, amid intense culinary business competition, major brands like Mie Gacoan must navigate local markets with distinct purchasing power and preferences, particularly following the brand's entry into Wonogiri Regency in 2024.
This research employs a quantitative approach by distributing questionnaires to 100 respondents who are consumers of Mie Gacoan in Wonogiri Regency. The sampling technique used was purposive sampling, targeting individuals aged 15 to 35 who actively use digital food delivery services. The collected data were then analyzed using descriptive analysis, multiple linear regression, partial t-tests, simultaneous F-tests, and the coefficient of determination ($R^2$).
The primary findings and analysis results of this study indicate that:
- Brand Image: Has a positive and significant effect on purchasing decisions with a significance value of $0.001 \le 0.05$. A strong visual identity and brand popularity help facilitate consumer decision-making.
- Price: Has a positive and significant effect on purchasing decisions with a significance value of $0.002 \le 0.05$. Competitive pricing strategies that align with local purchasing power serve as a primary attraction for consumers.
- Service Quality: Has a positive and significant effect on purchasing decisions with a significance value of $0.002 \le 0.05$. The comfort of physical restaurant facilities boosts consumer satisfaction, although staff responsiveness remains a challenge amid crowded queues.
- Online Customer Reviews: Show a positive and most dominant effect on purchasing decisions with a significance value of $0.007 \le 0.05$. Digital reviews and social proof on the internet are proven to be heavily relied upon by young consumers to validate their culinary choices.
Together, these four variables account for 65.8% of the variance in consumer purchasing decisions, while the remaining percentage is influenced by other factors outside this research model. The implications of this study emphasize that regional culinary business players must integrate brand reputation strategies, rational price adjustments, operational service improvements, and active digital review management to build long-term customer loyalty.
Author Profile
- Full Name: Gilang Dwi Cahyo, Adeharina Pratiwi, and Setyaningsih Sri Utami
- University Affiliation: Slamet Riyadi University Surakarta, Indonesia
- Field of Expertise: Marketing Management and Consumer Behavior
Research Source
- Journal Article Title: The Influence of Brand Image, Price, Service Quality, and Online Customer Reviews on the Decision to Buy Gacoan Noodles in Wonogiri Regency
- Journal Name: International Journal of Integrated Science and Technology (IJIST)
- Publication Year: 2026
- DOI:
https://doi.org/10.59890/ijist.v4i9.53 - Official URL:
https://ntlmultitechpublisher.my.id/index.php/ijist
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