Perceived menu variety, taste, and price fairness as predictors of consumer purchase decisions at Shizuka Burger Tower Resto, Kisaran

Lukman Nul Hakin Marpaung () and Surya Bakti ()
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Lukman Nul Hakin Marpaung: Department of Management, Faculty of Economics, Universitas Asahan
Surya Bakti: Department of Management, Faculty of Economics, Universitas Asahan

Priviet Social Sciences Journal, 2026, vol. 6, issue 6, 488-501

Abstract: The rapid expansion of Indonesia’s fast-food and casual-dining sectors has intensified competition among local burger outlets. Therefore, it is important to identify the marketing mix attributes that are most closely associated with consumer buying behaviors. This study examined the associations and predictive relationships between perceived menu variety, taste, perceived price fairness/value-for-money, and customers’ purchase decisions at Shizuka Burger Tower Resto in Kisaran, Indonesia. A quantitative cross-sectional associative survey design was employed. Primary data were collected through a five-point Likert questionnaire administered to 96 customers selected by accidental (non-probability) sampling and analyzed using multiple linear regression in IBM SPSS Statistics 22 after validity, reliability, classical assumption, and common method bias checks. The three predictors jointly explained a substantial 82.4% of the variance in purchase decisions, F(3, 92) = 143.582, p

Keywords: menu variety; taste; perceived price fairness; perceived value; purchase decision; local fast-food restaurant (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/pssj.v6i6.2017

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