Electronic Journal of Education.
Social Economics and Technology Vol.
No.
2, .
, pp.
Article ID: 851 ISSN 2723-6250 .
DOI: https://doi.
org/10.
33122/ejeset.
Research Article The Influence of Product.
Price, and Location on ConsumersAo Purchase Decision at Toko Kue Afifah in Pontianak City Ahmad Parulian Siregar*, and Sumiyati Faculty of Economics and Business.
Universitas Muhammadiyah Pontianak.
Pontianak.
Kalimantan Barat, 78123.
Indonesia *Corresponding Author: ahmadparuliansrgr21@gmail.
com | Phone: 62 859-7250-7398
ABSTRACT
The rapid growth of the food business in Indonesia presents both opportunities and challenges for small culinary enterprises, including cake shops.
This study aims to determine the influence of product, price, and location on consumersAo purchase decision at Toko Kue Afifah in Pontianak City.
This research employed an associative quantitative approach with a total sample of 100 respondents selected using purposive sampling.
Data were collected by doing interviews and distributing questionnaires, then analyzed using multiple linear regression with the help of SPSS 25.
The results indicate that product, price, and location simultaneously have a significant influence on purchase decision.
product, price, location partially has a positive and significant effect on purchase decision.
These findings imply the importance of maintaining product quality, setting competitive prices, and choosing a strategic location to increase consumersAo purchase decision at Toko Kue Afifah.
Future research is suggested to add other variables such as promotion, service quality, or customer loyalty to provide a more comprehensive finding.
Keywords: Product.
Price.
Location.
Purchase Decision INTRODUCTION The food business in Indonesia continues to grow rapidly, in line with the increasing population every year, which creates a large market for companies selling various food products.
This condition attracts many new entrepreneurs to open restaurants, food stalls, or catering businesses in various regions.
Indonesian society is also increasingly open to trying various types of food, both local and international, thereby adding to the variety of culinary choices available.
Technological advancements such as food delivery applications further facilitate consumers in enjoying various dishes without having to leave their homes.
In addition, the growing awareness of healthy and nutritious food opens up new opportunities for businesses that offer nutritious menus.
All these factors make Indonesia a promising food market with great profit potential for business actors who are able to understand consumer tastes and needs.
Cakes, in general, can be defined as foods that are generally sweet, made from a dough of flour .
sually wheat flour, rice flour, or other types of flou.
mixed with other ingredients such as sugar, eggs, milk, butter or oil, and leavening agents.
Cakes can be baked, steamed, fried, or processed using various other cooking methods.
Cakes come in various shapes, sizes, textures, and flavors and are often served as desserts, snacks, or dishes for special occasions such as celebrations and parties.
In various cultures, cakes have different variations and characteristics, adjusted to local ingredients and culinary traditions.
Toko Kue Afifah is located at Jl.
Parit H.
Husin II No.
Bangka Belitung Darat Village.
Southeast Pontianak District.
Pontianak City.
West Kalimantan Province.
This location is very strategic because it is easily accessible by various means of transportation, easy to find due to the store's name banner, provides adequate parking space, and is close to government and private offices.
Toko Kue Afifah offers a variety of cakes, such as talam ebi, lumpia bengkoang, tahu puyuh, and sus In addition to direct sales at the store.
Toko Kue Afifah also accepts cake orders that can be packaged using trays or boxes.
For orders with trays, there is no minimum order quantity, while for boxes, the minimum order quantity is 20 Consumers can choose the types of cakes according to their preferences from the available list.
Orders can be placed by visiting the store directly or via WhatsApp.
In producing the cakes, the owner always ensures that the quality is maintained, starting from the use of high-quality raw materials, a hygienic production process, to storing the cakes in display cases to maintain their freshness.
Each customer is also served in a friendly manner to provide a satisfying shopping Efforts that must be made by a business to meet consumer desires and needs as well as to maintain the company's sustainability are to determine the right and targeted marketing strategy to face increasingly tight competition.
One of the companyAos achievements is influencing consumers to make purchases of the products offered.
The success or failure of a business can be seen through the sales volume of its products.
The following shows the cake sales figures at Toko Kue Afifah from 2022 to 2024 in Tabel 1.
Page 1 of 8 Siregar & Sumiyati Electronic Journal of Education.
Social Economic and Technology.
Vol.
No.
2, .
, pp.
Article ID: 851 Table 1.
Cake Product Sales Figures for 2022Ae2024 (IDR) Cake Product Sales Year Total Consignment Cake Cake Afifah Service Source: Toko Kue Afifah, 2025 Increase/Decrease (%) .
5,41 Based on Table 1 shows the product sales figures at Toko Kue Afifah from 2022 to 2024, where sales in 2023 decreased by 44% compared to 2022, while sales in 2024 increased by 5.
41% compared to 2023.
Based on the interview results with the owner of Toko Kue Afifah, it is known that Toko Kue Afifah has several policies in its sales process.
In the sales process, there will naturally be increases and decreases, which usually peak when there are office events, household events, weddings, and other celebrations.
Target market of Toko Kue Afifah are offices, catering vendors, and individual customers who have previously purchased and tasted Toko Kue Afifah's products directly.
Toko Kue Afifah is located on a main road, which requires daily production to meet consumer demand around the store, snack box orders, and other events.
The production process is carried out every day.
If there are leftover cakes.
Toko Kue Afifah always offers discounts or bonuses to customers so that the cakes are sold out on the same day.
Employees at Toko Kue Afifah always monitor the quality of the cakes displayed in the showcases and provide good service to make it easier for customers to make purchases.
This is in line with the observations made by the author.
Research conducted by Zulaicha & Irawati .
shows that the product variable has a positive and significant effect on purchasing decisions.
Research by Nurlia .
shows that the minimarket location has an influence on the purchasing decision-making process made by visitors.
Research conducted by Mayudi & Iqbal .
shows that there is a significant influence between the price variable and the consumer decision variable to shop.
Based on the explanation above, the author is interested in conducting research entitled: The Influence of Product.
Price, and Location on ConsumersAo Purchasing Decisions at Toko Kue Afifah in Pontianak City.
RESEARCH METHOD
Type of Research This study is an associative research.
According to Siregar .
, associative research aims to determine the relationship between two or more variables.
Through this type of research, a theory can be developed to explain, predict, and control a phenomenon under study.
This research aims to determine the relationship between the variables of product, price, and location with the purchasing decisions of consumers at Toko Kue Afifah in Pontianak City.
Data Collection Technique The data used in this study consist of primary data and secondary data.
Primary data were collected by doing interviews and distributing questionnaires (Siregar, 2020:.
Interviews were conducted with the owner of Toko Kue Afifah.
Mrs.
Apriana, to obtain information about the storeAos policies.
Questionnaires were used as data collection instruments in the form of closed-ended questions based on predetermined indicators (Siregar, 2020:.
The questionnaires were distributed to consumers of Toko Kue Afifah in Pontianak City.
Secondary data included data on income/sales of the products.
Population and Sample The population in this study includes all consumers of Toko Kue Afifah in Pontianak City (Sugiyono, 2017:.
The sample was determined using the formula:
ycs2 ycu= 4.
2 with Z = 1.
ignificance level of 5%) and margin of error of 10% Rao Purba in (Sujarweni, 2015:.
The calculation resulted in a minimum sample size of 96 respondents, and the researcher determined the sample to be 100 respondents.
The sampling technique used was purposive sampling based on certain criteria (Sugiyono, 2017:.
The sample criteria are as follows: .
Respondents are at least 18 years old.
Respondents reside in Pontianak City.
Respondents have decided to purchase cakes at Toko Kue Afifah.
Research Variables and Likert Scale The independent variables are Product (X.
Price (X.
, and Location (X.
, while the dependent variable is Purchase Decision (Y) (Sugiyono, 2017:66Ae.
The variables were measured using a Likert scale with five response options ranging from Strongly Agree .
to Strongly Disagree .
(Sugiyono, 2017:.
Page 2 of 8 Siregar & Sumiyati Electronic Journal of Education.
Social Economic and Technology.
Vol.
No.
2, .
, pp.
Article ID: 851 Data Analysis Technique The instrument tests include validity testing using the Pearson product-moment correlation (Siregar, 2020:.
and reliability testing using CronbachAos Alpha (Siregar, 2020:.
The classical assumption tests include the normality test using the Kolmogorov-Smirnov test (Siregar, 2020:.
, the linearity test (Siregar, 2020:.
, and the multicollinearity test using Tolerance and VIF values (Ghozali, 2016:.
Multiple linear regression analysis was used to examine the effect of independent variables on the dependent variable (Siregar, 2020:.
with the following equation: Y=a b1X1 b2X2 b3X3.
The correlation coefficient (R) was used to determine the strength of the relationship between variables (Siregar, 2020:.
, while the coefficient of determination (RA) was used to determine the contribution of the independent variables (Siregar, 2020:338.
Ghozali, 2016:.
Hypothesis testing was conducted using the F-test (Siregar, 2020:.
to test the simultaneous effect, and the t-test (Siregar, 2020:.
to examine the partial effect of each variable.
All analyses were carried out with the assistance of SPSS 25 software.
RESULTS AND DISCUSSION
1 Test Research Instruments 1 Validity Test The validity test in this study aims to assess the extent to which each item in the questionnaire is able to measure the intended variable.
The test is conducted by correlating the scores of each item, then comparing the calculated r value with the r table value.
With a sample size of 100 .
f = .
and a significance level of 0.
05, the r table value used is 0.
The results of the validity test for each statement in the variable can be seen in Table 2.
Table 2.
Validity Test Results Variable Indicators r value r table Description X1.
X1.
X1.
Product (X.
Valid X1.
X1.
X1.
X2.
X2.
X2.
X2.
Price (X.
X2.
Valid X2.
X2.
X2.
X2.
X3.
X3.
X3.
Location (X.
Valid X3.
X3.
X3.
X3.
X3.
Purchase Decision (Y) Valid Source: Processed Data, 2025 Page 3 of 8 Siregar & Sumiyati Electronic Journal of Education.
Social Economic and Technology.
Vol.
No.
2, .
, pp.
Article ID: 851 Based on Table 2, it can be seen that all statement items have a calculated r value greater than the r table value of 0.
Thus, all statement items in each variable are declared valid and suitable for use in this study.
2 Reliability Test The reliability test in this study aims to evaluate the consistency of statements in the questionnaire as a measuring The test uses the Cronbach's Alpha method, where an item is considered reliable if the Cronbach's Alpha value reaches a minimum of 0.
The test results for each variable can be seen in Table 3.
Table 3.
Reliability Test Results Variable CronbachAos Alpha Product (X.
Price (X.
Location (X.
Purchase Decision (Y) Source: Processed Data, 2025 Description Reliable Based on the reliability test results for each variable presented in Table 3.
Cronbach's Alpha value > 0.
60 is obtained, so it can be concluded that all items in each variable are reliable and suitable for use in this study.
2 Classic Assumption Test 1 Normality Test The normality test in this study aims to assess whether the data used is normally distributed.
The test is conducted using the Kolmogorov-Smirnov method with the help of SPSS software.
The test results are shown in Table 4.
Table 4.
Normality Test Results Test N (Sampl.
Test Statistic Asymp.
Sig.
-taile.
Source: Processed Data, 2025 Value Based on the normality test results presented in Table 4, the Asymp.
Sig.
-taile.
value obtained is 0.
200, which is greater than the normality significance value of 0.
Thus, it can be concluded that the data in this study is normally distributed.
2 Linearity Test The linearity test in this study is conducted to evaluate whether there is a linear relationship between the independent and dependent variables.
This test uses the Test for Linearity method with the help of SPSS.
The results of the analysis are shown in Table 5.
Table 5.
Result of Linearity Variable Deviation from Linearity Purchase Decision * Product Purchase Decision * Price Purchase Decision * Location Source: Processed Data, 2025 Description Linear Based on Table 5, the significance value of Deviation from Linearity > 0.
05 is obtained, so it can be concluded that the relationship between the independent variable and the dependent variable is linear.
3 Multicollinearity Test The multicollinearity test in this study aims to identify whether there is a high correlation between independent variables in the regression model.
Too strong a correlation between independent variables can interfere with the accuracy of coefficient estimation and reduce the overall reliability of the model.
The results of the analysis using SPSS are presented in Table 6.
Page 4 of 8 Siregar & Sumiyati Electronic Journal of Education.
Social Economic and Technology.
Vol.
No.
2, .
, pp.
Article ID: 851 Table 6.
Multicollinearity Test Results Variable Product Price Location Dependent Variable: Purchase Decision Source: Processed Data, 2025 Tolerance VIF Based on Table 6, the following findings can be explained:
The Tolerance value for the Product variable (X.
578, which is greater than 0.
In addition, the VIF is 1.
which is less than 10.
The Tolerance value for the Price variable (X.
581, which is greater than 0.
The VIF value is 1.
722, which is also The Tolerance value for the Location variable (X.
573, which exceeds the threshold of 0.
The corresponding VIF value is 1.
745, which remains under 10.
Referring to these results and following the standard decision criteria, it can be concluded that all three independent variables exhibit Tolerance values above 0.
10 and VIF values below 10.
Therefore, it is evident that there is no indication of multicollinearity among the independent variables in the regression model used in this study.
3 Multiple Linear Regression Analysis Multiple regression analysis in this study is employed to examine the extent to which two or more independent variables influence a single dependent variable, both simultaneously and individually.
Furthermore, multiple linear regression analysis is also utilized to develop a model capable of predicting the relationship among these variables.
Based on the analysis conducted using SPSS, the resulting regression coefficients can be seen in Table 7.
Table 7.
Multiple Linear Regression Analysis Results Research Variable Coefficients (Constan.
Product Price Location Dependent Variable: Purchase Decision Source: Processed Data, 2025 T Statistic Significance Value Based on Table 7, the multiple linear regression equation can be formulated as follows:
Y = 1.
199XCA 0.
185XCC 0.
230XCE
The interpretation of the regression coefficients is as follows:
The constant () of 1.
227 indicates that if the variables Product (X.
Price (X.
, and Location (X.
are equal to zero, the Purchase Decision (Y) is predicted to be 1.
The regression coefficient .
for the Product variable (X.
199, indicating a positive direction.
This means that an increase of one unit in Product will result in an increase of 0.
199 in the Purchase Decision.
The regression coefficient .
for the Price variable (X.
185, also indicating a positive relationship.
This implies that a one-unit increase in Price will increase in the Purchase Decision by 0.
The regression coefficient .
for the Location variable (X.
230, which likewise shows a positive influence.
Therefore, an increase of one unit in Location will lead to a 0.
230 increase in the Purchase Decision.
4 Correlation Coefficient (R) Analysis The correlation coefficient is used to measure the strength of the relationship between two or more variables, as well as to determine its direction.
In this analysis, the Product Moment correlation method is applied.
The correlation coefficient test results are presented in Table 8.
Table 8.
Correlation Coefficient Test Results (R) Model R Square Adjusted R Square Predictors: (Constan.
Location.
Price.
Product Dependent Variable: Purchase Decision Source: Processed Data, 2025 Page 5 of 8 Std.
Error of the Estimate Siregar & Sumiyati Electronic Journal of Education.
Social Economic and Technology.
Vol.
No.
2, .
, pp.
Article ID: 851 Based on Table 8, the correlation value (R) is 0.
This indicates a strong relationship between the variables Product.
Price, and Location and Purchase Decision, as the value falls within the range of 0.
60Ae0.
5 Coefficient of Determination (R.
Analysis Based on the coefficient of determination (RA) test results presented in Table 8, the R-Square value is 0.
This indicates that the variables Product.
Price, and Location explain 47.
3% of the variation in Purchase Decision, while the remaining 7% is influenced by other variables not included in this study.
6 Simultaneous Test (F-Tes.
The simultaneous test (F-tes.
in a research study aims to analyze whether all independent variables collectively have a significant influence on the dependent variable.
Based on the results of the simultaneous hypothesis test (F-tes.
using SPSS, the results of the simultaneous analysis are presented in Table 9.
Table 9.
Simultaneous Test Results (F Tes.
Model Sum of Squares Regression Residual Dependent Variable: Purchase Decision Predictors: (Constan.
Location.
Price.
Product Source: Processed Data, 2025 Mean Square Significance Based on Table 9, the calculated F value is 28.
668, which is greater than the F table value of 2.
70, and the significance value is 0.
000, which is less than 0.
Therefore, it can be concluded that the variables Product.
Price, and Location simultaneously have a positive and significant influence on Purchase Decision.
7 Partial Test .
-Tes.
The partial test .
-tes.
conducted in this study aims to examine the individual influence of each independent variable on the dependent variable, as stated in the proposed hypothesis.
Based on the results of the partial hypothesis test .
-tes.
using SPSS, the outcomes of the analysis can be seen in Table 10.
Table 10.
Partial Test Results .
Tes.
Research Variable Coefficients (Constan.
Product Price Location Dependent Variable: Purchase Decision Source: Processed Data, 2025 t Statistic Significance Value Based on Table 10, the calculated t-value is compared with the t-table value of 1.
The results of the partial test .
-tes.
in Table 10 can be explained as follows:
The t-value for the Product variable (X.
840, which is greater than the t-table value of 1.
661, with a significance level of 0.
006 < 0.
Therefore.
H 0 is rejected and HCa is accepted.
This indicates that the Product variable has a positive and significant influence on Purchase Decision.
The t-value for the Price variable (X.
284, which is greater than the t-table value of 1.
661, with a significance level 025 < 0.
Thus.
H0 is rejected and HCa is accepted, meaning that the Price variable has a positive and significant influence on Purchase Decision.
The t-value for the Location variable (X.
171, which exceeds the t-table value of 1.
661, with a significance level of 002 < 0.
Consequently.
H0 is rejected and HCa is accepted, indicating that the Location variable also has a positive and significant influence on Purchase Decision.
DISCUSSION
The Influence of Product on Purchase Decision The results of this study prove that the product variable has a positive and significant influence on consumersAo purchase decisions at Toko Kue Afifah.
This indicates that product quality remains a primary consideration for consumers when choosing cakes.
The taste quality, unique cake variants, and attractive presentation make consumers feel satisfied and confident to make repeat purchases.
This finding is consistent with the research by Kusumaningrum & Christian .
Susanti & Damayanti .
, and Iryanti et al.
, which all show that the product variable has a positive and significant effect on purchase decisions for food or snacks.
This means that in the snack food market, such as cakes where competition is quite high, maintaining product quality is the key to building consumer loyalty.
Page 6 of 8 Siregar & Sumiyati Electronic Journal of Education.
Social Economic and Technology.
Vol.
No.
2, .
, pp.
Article ID: 851 The Influence of Product on Purchase Decision The study also shows that price has a positive and significant influence on purchase decisions.
This means that setting prices that match the product quality and consumersAo purchasing power is an important factor that drives consumers to make purchases.
If the price is too high, consumers will look for similar alternative products elsewhere.
On the other hand, a reasonable price that matches the quality of the cake will create a positive perception.
This finding reinforces the results of research by Hakim .
Febriani et al.
, and Putri & Tamam .
, which also prove that price has a positive and significant influence on purchase decisions in the culinary sector.
This highlights that pricing strategies need to be carefully considered, not only to attract new customers but also to retain existing ones.
The Influence of Product on Purchase Decision The location variable is also proven to have a positive and significant influence on consumersAo purchase decisions.
The location of Toko Kue Afifah, which is on a road that is easily accessible and close to office areas and residential neighborhoods, provides convenience for consumers to come and shop.
A strategic location can also minimize transportation costs and travel time, making consumers feel more comfortable.
This finding is in line with the research by Sitepu et al.
Pratama & Lestari .
, and Latif et al.
, which conclude that an easily accessible location has a positive and significant influence on purchase decisions, especially for culinary businesses that rely on direct visits.
CONCLUSION
Based on the results of this study, it can be concluded that the factors of product, price, and location have been proven to influence consumersAo purchase decisions at Toko Kue Afifah Pontianak, both simultaneously and partially.
The analysis shows that better product quality, appropriate pricing, and a strategic business location increase the likelihood of consumers making a purchase.
This is reflected by the correlation coefficient (R) of 0.
687, indicating a strong relationship between these three variables and purchase decisions.
Meanwhile, the coefficient of determination (RA) of 0.
473 suggests that 3% of the variation in purchase decisions can be explained by product, price, and location, while the remaining percentage is influenced by other factors not examined in this study.
These findings provide practical insights for the owner of Toko Kue Afifah in formulating strategies to maintain and increase sales.
It is important for the business owner to consistently maintain the taste and appearance of the cakes, set prices that are affordable yet profitable, and ensure that the storeAos location remains easily accessible and convenient for customers.
Such efforts are expected to help attract new buyers while retaining loyal customers.
Furthermore, this study can serve as a reference for similar culinary businesses to pay more attention to these three aspects when managing their operations, especially given the increasingly tight and dynamic competition in the food sector.
As an input for future research, it is recommended to expand the scope of variables by including other factors such as promotion, service quality, brand image, or customer loyalty.
By doing so, future studies are expected to provide a more comprehensive understanding of the factors that influence consumersAo purchase decisions, particularly in the cake and food business sector.
ACKNOWLEDGEMENTS
The author would like to express sincere gratitude to all parties who have supported and assisted in the completion of this Special thanks are extended to Mrs.
Sumiyati.
and Universitas Muhammadiyah Pontianak for providing all the facilities and guidance throughout the research process.
The author is also grateful to Mrs.
Apriana, the owner of Toko Kue Afifah, for granting permission and providing valuable data and information.
Appreciation is also given to all respondents who kindly took the time to complete the questionnaires thoughtfully and honestly.
It is hoped that the results of this research will be beneficial for the development of similar businesses and serve as a reference for future studies.
REFERENCES