Culinary Tourism in Indonesia-Empirical Study at Amaliun Food Court, Medan

Abstract

The culinary and restaurant business has recently grown rapidly. Indonesia's cultural and culinary wealth is potential to be developed as a professional business. This study analyzes the influence of taste and price on consumer purchase decision at Amaliun Food Court Medan, Indonesia. This research uses quantitative approach, explanatory research type and multiple regression analysis as data analysis technique. Partially, tastes significantly influence consumer purchasing decisions, while prices are not. Simultaneously, tastes and prices significantly influence consumer purchasing decisions. This article provides guidance on how every restaurant to organize culinary business as a culinary tourism destination, especially in Medan in order to attract and be liked by consumers who visit that place. Tastes and prices are the factors that influence purchasing decisions in the culinary business. Any place to eat or restaurant will attempt to attract buyers to visit the place to feel the distinctiveness of taste and atmosphere