Abstract

Price is one of the main factors that can influence consumer purchase decisions, especially for instant noodle products, which face significant competition. In Gorontalo City, various instant noodle products are in tight competition, offering attractive prices to capture consumers' attention. This study aims to evaluate the extent to which price influences the purchase decision of Indomie products among consumers in Gorontalo City. The research method used is a quantitative approach with data collection techniques through the distribution of questionnaires using a Likert scale. The population in this study is the people of Gorontalo City who have purchased Indomie products, with a sample size of 100 respondents. Data analysis is performed using simple linear regression, processed with the help of SPSS 22 software. The results show that price has a positive and significant impact on purchase decisions. This means that the more consumers perceive the price of a product as reasonable and in line with their expectations, the higher the likelihood of making a purchase.

Keywords: Price, Purchasing Decision, Indomie