Analysis Of Purchase Decisions for Mixue Products at Plaza Asia Sumedang Based on Price, Taste, Location and Promotion Factors

Abstract

The present study sets out to analyse the factors that influence purchase decisions for Mixue products at Plaza Asia Sumedang. The factors under scrutiny include price, taste, location and promotion.The central problem this study seeks to address is how purchasing decisions can be influenced by these factors and how they could be used as an evaluation form of Mixue Plaza Asia Sumedang to determine consumer needs.The present study uses a qualitative method. The study used both primary and secondary data collected through documentary and interview sources to obtain in-depth and relevant information.The purchase decision analysis revealed that consumers prioritise purchase decision factors when deciding whether to purchase Mixue products