Crafting the Culinary Experience: How Price, Service, and Facilities Shape Tourist Buying Decisions in Kota Tua Jakarta

Abstract

When deciding to take a culinary tour at a tourist attraction, tourists will definitely make considerations about the price, service in a place to eat, and facilities in the tourist attraction. This study aims to find outA whether there is an influence and how much influence price, service, and facilities have on culinary tourism decisions in the Fatahillah Area, Kota Tua, Jakarta. This study uses a descriptive quantitative method. The population in this study is tourists who visit and do culinary tourism in the Fatahillah Area, Kota Tua, Jakarta. Sampling was carried out by non-probability sampling with the purposive sampling technique with the Rao Purba formula so that a research sample of 100 respondents was obtained and used a questionnaire. The data analysis used was frequency descriptive statistical analysis, validity and realism test, classical assumption test, multiple linear regression analysis, determinant coefficient analysis, T test and F test to test research variables. The results of this study are proven to be the highest average descriptive analysis of the Facility variable. Prices and facilities have a significant positive influence on culinary travel decisions, while Service does not have a significant influence on culinary travel decisions. Price, Service, and Facilities have a stimulating effect on the decision to buy/travel culinary in the Fatahillah Area, Kota Tua, Jakarta (f-calculation 62.860 > f-table 2.70). The variables of the decision to purchase/travel culinary 66.3% are influenced by price, service, and facilities. Researchers recommend that culinary businesses in Kota Tua's Fatahillah area focus on maintaining high-quality facilities and fair pricing that aligns with food quality, while ensuring basic good service and overall area cleanliness to meet tourist expectations and drive purchasing decisions.