Analisis Pengaruh Cita Rasa Terhadap Keputusan Pembelian Pada Usaha Es Teh Rindu Studi Kasus Masyarakat Bengkalis

This research aims to analyze respondents' responses to the variables of Taste and Purchase Decision, as well as to analyze the effect of Taste on Purchase Decision at the Es Teh Rindu business in Bengkalis. The method used is quantitative with an associative approach. The sample in this study consists of 100 respondents selected using purposive sampling techniques. Data were collected through questionnaires and analyzed using SPSS 20, through validity tests, reliability tests, classical assumptions, correlation, simple linear regression, and t-tests. The results show that the average score for Taste is 4.40 and the Purchase Decision is 4.32, both of which fall into the very high category. The t-test shows a significance value of 0.000 < 0.05, which means there is a positive and significant effect of Taste on Purchase Decision. The R Square value of 0.578 indicates that Taste influences Purchase Decision by 57.8%, while the remaining 42.2% is influenced by other factors outside this study. Thus, the alternative hypothesis (Ha) is accepted and the null hypothesis (Ho) is rejected.