INFLUENCE OF TASTE AND PRICE ON PURCHASE DECISIONS CASE STUDY OF NOMO COFFEE SHOP IN BANDUNG


 The development of the coffee industry in Indonesia has increased rapidly recent years. In face increasingly fierce competition, shops have become one favorite places for people to enjoy coffee. One famous Bandung is "Nomo Coffee". Currently, Coffee" faces challenges maintaining and increasing number customers amid competition. purpose this study was analyze influence taste price on consumer purchasing decisions at Bandung. method that will be used a structured survey run through questionnaire consumers results descriptive analysis showed most respondents gave low moderate rating products Nomo Coffee. This provides an initial picture perceptions Furthermore, further such as regression can performed determine extent which decisions. Regression shows variable "Taste" coefficient 0.589, with t-value 3.725 significance 0.001. Meanwhile, "Price" 0.378, 2.198 0.035. product strong importance efforts improve quality maintain competitive prices shops. Coffee shop focus improving quality, selection high-quality beans good brewing techniques.