SMEs Culinary Purchase Decisions Determine By Brand Image, Price, And Product Uniqueness

. The development of the culinary business is increasingly rapid, marked by the emergence of many increasingly varied food sellers. Many SMEs in the culinary business take advantage of practicality in consuming food and drinks. This research aims to determine consumer perceptions and the influence of brand image, price, and product uniqueness factors on purchasing decisions for SMEs products simultaneously or partially. The population and sample are 120 consumers taken by nonprobability sampling technique. The analytical method used in this research is descriptive and verification. The instrument test was carried out with validity and reliability. Research data analysis includes multiple linear regression analysis, multiple correlation analysis, and hypothesis testing. The research results show that simultaneously and partially the factors of brand image, price, and product uniqueness have a positive and significant effect on purchasing decisions.

http://ijstm.inarah.co.id 1648 decisions, namely brand image, price, and product uniqueness.This opinion states that product quality is the characteristic of a product or service that supports its ability to satisfy customer needs (Caiazza, 2016;Ismail et al., 2019;and Asri et al., 2020).One of the important management decisions is setting the selling price because it affects the profits generated (Brink, 2018;Milanesi et al., 2020).If the selling price is set too high, then the product is at risk of not being sold on the market.On the other hand, if the selling price is set too low below the cost of production, this will be detrimental.Determining the selling price must be done correctly through careful calculations, and requires accurate cost information.Mistakes in identifying costs have the potential to cause the selling price calculation to be inaccurate.This will be detrimental to the company because the selling price is set too low, as a result, the profit generated will not be optimal.Identification of costs is crucial in determining the selling price.Unfortunately, MSMEs experience many obstacles at this point.SMEs players often have difficulty identifying costs in their business, both production costs and non-production costs (Villena Manzanares, 2019; Ying & Anuar, 2019;and Yew, 2020).One way to gain a competitive advantage is to create a unique product that cannot be compared or imitated by competitors.Product uniqueness is an added value that makes the product appear different compared to other competitors (Omar et al., 2020).According to Dressler & Paunovic (2021), product uniqueness can provide a competitive advantage over similar products, because it is difficult to make direct comparisons between one product and another.Unique products can create specific products that occupy a better bargaining position compared to competitors (You & Hon, 2021).The uniqueness of the product not only creates its advantages but also provides benefits to the company, including a) extending the product life cycle; b) making it easier for consumers to remember the product; c) making a product look better than competitors' products; d) make the selling value higher; and e) helps create a good image (Achterberg et al. (2018); Zanuddin & Mukhtar, 2019;and Jasin, 2022).

II. METHODS
This study was designed using qualitative and quantitative methods, with descriptive and verification approaches.In this study, it was determined that consumers who bought culinary products in Bogor City with certain brands were the population, and the sample in this study used a probability sampling technique with a purposive sampling procedure.The sample size was determined as many as 100 for subjective reasons based on the theory which states that a decent sample size of between 30 and 500 is sufficient for most studies (Roscoe in Echdar, 2017).Questionnaires on the results of validity and reliability tests were used to obtain primary data, which were then analyzed using multiple linear regression analysis, multiple correlation, determination, and hypothesis testing.

III. RESULT AND DISCUSSION
SMEs products in the form of food and drinks which are the object of this research are specific home products and are typical in the city of Bogor, including cungkring, fried bean sprouts, laksa, beer pletok, soto mie, and nutmeg syrup.Consumer assessments of the brand image of SMEs culinary products in the form of processed food and drinks are explained in the following Based on the table above it can be stated that the average consumer response to the brand image variable is 3.96, including in the high category.This means that it is included in the brand image category that is considered good, based on an assessment of the elements of uniqueness, affordable price, easy to remember, nutritious, and healthy.Consumer assessments of the prices of SMEs culinary products in the form of processed food and drinks are explained in the following table.Based on the table above, it can be stated that the average consumer response to the price variable is 4.14, which is included in the high category.This means that it is included in prices that are considered affordable, based on an assessment of the elements of uniqueness, standards, variants, benefits, and tastesConsumer assessments of the uniqueness of SMEs culinary products in the form of processed food and drinks are explained in the following table.Based on the table above, it can be stated that the average consumer response to the uniqueness variable is 4.17, which is included in the high category.This means it is included in a unique category, based on an assessment of the elements of color, taste, aroma, appearance, convenience, and halal.Consumer assessments of purchasing decisions for SMEs culinary products in the form of processed food and drinks are explained in the following table.Based on the table above it can be stated that the average consumer response to the purchasing decision variable is 3.75 included in the strong category.This means that it falls into the category of a tendency to buy products based on people's daily desires as a habit.Next, analysis of the results of data processing was carried out to find out how much influence the variables brand image, price, and product uniqueness had on purchasing decisions for SMEs culinary products, and the equation Y = 19.337+ 0.845X1 + 0.562X2 + 0.381X3 + ԑ was obtained.It can be explained that the constant value obtained is 19.337, meaning that when the brand image, price, and product uniqueness factors are (X1, X2, and X4 = 0), the purchasing decision is positive.The cultural factor coefficient (X1) = 0.845, meaning that every time there is an increase in the brand image factor it will be followed by a strengthening of purchasing decisions (Y) assuming a fixed variable.The price factor regression coefficient (X2) = 0.562, meaning that every time a change in the price factor occurs, it will be followed by a strengthening of purchasing decisions (Y) with the assumption of a fixed variable.This is because the product is included in the food category which has characteristics that are part of the primary needs and trends of the public.The regression coefficient for the product uniqueness factor (X3) = 0.381, meaning that every time an increase in the product uniqueness factor occurs, it will be followed by a strengthening of purchasing decisions (Y) assuming a fixed variable.Multiple correlation coefficient analysis is used to determine the relationship between the variable factors of brand image, price, and product uniqueness on purchasing decisions.
From the calculations it is known that the R-value is 0.774 which shows the correlation or relationship between the variable factors of brand image, price, and product uniqueness on purchasing decisions which has a relatively strong correlation, so it can be stated that when the value of variable X increases it will be followed by an increase in the value of variable Y. Obtained of R Square is 0.600 or 60%, indicating that the percentage contribution of the influence of brand image, price and product uniqueness factors to purchasing decisions is 60%, while the remaining 40.5% is influenced by other variables not included in this research model including The marketing mix consists of product, price, distribution channels and promotion.To test the hypothesis, the F test statistic was used, which obtained a Fcount value of 4.47, namely Fcount of 47.947 and the Ftable value for α = 0.05 with degrees of freedom F (α/2: nk-1) where F (0.05: 2 = 0.025) : (100-4-1) =95 is 1.37, which in this case shows that Fcount is greater than Ftable (47.947 > 1.37).Thus, it can be http://ijstm.inarah.co.id 1651 concluded that Ho is rejected and Ha is accepted, meaning that with a 95% confidence level, the independent variables namely brand image (X1), price (X2), and product uniqueness (X3) have a positive and significant influence together (simultaneously) on the decision.purchase (Y).

The influence of the brand image factor (X1) on purchasing decisions (Y)
The brand image factor (X1) with a t value of 8.211 is greater than the t table value (8.211 > 1.679) and a significance value of 0.036 is smaller than 0.05 (0.036 < 0, 05).Thus, Ha is accepted and Ho is rejected, meaning that partially the brand image factor has a positive and significant effect on purchasing decisions.
The influence of the price factor (X2) on purchasing decisions (Y) The price factor (X2) with a calculated t value of 6.203 is greater than the t table value (6.203 > 1.679) and a significance value of 0.002 is smaller than 0.05 (0.002 <0.05).Thus, Ha is accepted and Ho is rejected, meaning that partially the price factor has a positive and significant effect on purchasing decisions.

The influence of product uniqueness factors (X3) on purchasing decisions (Y)
The product uniqueness factor (X3) with a t value of 2.025 is greater than the t table value (2.025 > 1.679) and a significance value of 0.004 is smaller than 0.05 (0.030 < 0.05).Thus, Ha is accepted and Ho is rejected, meaning that partially the product uniqueness factor has a positive and significant effect on purchasing decisions.

IV. CONCLUSION
Consumer perceptions of the brand image variable are in the high category, Consumer perception of the price variable is in the high category and consumer perception of the product uniqueness variable is in the high category.Consumer perceptions of purchasing decision variables include the interested category.The test results that the factors of brand image, price, and product uniqueness simultaneously and partially have a positive and significant effect on purchasing decisions for SMEs culinary products.It is recommended that culinary products be introduced more intensively by improving the quality of the product's distinctive taste, unique menus, and direct promotions near the community.Further studies were carried out on other factors that could influence purchasing decisions such as the marketing mix consisting of product, price, distribution channels, and promotions. V.

table . Table 1 .
Consumer Responses to the Brand Image of SMEs Culinary Products.
5ood the type and brand of the product have been known for a long time5The product has its image 3,96 Good the product is a quality culinary specialty 6 Easy-to-pronounce brand 4,04 Good meaningful product brand that is easy to pronounce and remember http://ijstm.inarah.co.id 1649

Table 2 .
Consumer Responses to Prices of SMEs Culinary Products

Table 3 .
Consumer Responses to the Uniqueness of SMEs Culinary Products Good products are judged to be unique based on color, taste, aroma, appearance, convenience, and halal http://ijstm.inarah.co.id 1650

Table 4 .
Consumer Responses to the Uniqueness of SMEs Culinary Products