The Impacts of The Evaluation of Taste and Packaging on Customers' Buying Decisions on Spikukoe Cakes

Abstract

One of the cakes favored by Surabaya people is my spiku cake. This study examines the cake with the Spikukoe brand. This study aims to determine the impacts of taste and packaging evaluation on buyer's decisions to buy Spikukoe products. The three variables studied were taste (Honkanen and Frewer (2009), Mustafid and Gunawan (2008)), packaging (Kotler in Nyoto (2016), Rebollar (2012)) and purchase decisions (Supriyanto and Kristiyanto in Riyono (2016) Schiffman and kanok in Amila and NST (2017), Assael in Anwar and Saifuk (2015)). Five respondents became the key informants of this study: three consumers who had purchased Spikukoe cakes, facilitators and bakery expert pastry. This research method is qualitative descriptive with semi structured interview as data collection technique. This study found that the better the taste and packaging quality the more likely buyers are interested in buying Spikukoe.