Behavioral Analysis of Consumer Economic Decision-Making Based on Price and Location: Evidence from K-Means Clustering in the Restaurant Sector
DOI:
https://doi.org/10.55538/ifr.v5i2.125Keywords:
Price, Location, Economic Decision-Making, Behavioral Economics, K-Means ClusteringAbstract
This study examines how price and location are perceived across heterogeneous consumer segments in a traditional restaurant setting, using Pondok Gudeg Rini in Depok as a case study. Moving beyond regression-based causal models, the research employs a data-driven K-Means clustering approach to identify distinct behavioral decision patterns. A quantitative descriptive design was applied, using survey data from 100 respondents collected through structured questionnaires and analyzed with SPSS. The clustering analysis reveals three behavioral segments: (1) consumers with high price tolerance and strong decision engagement, (2) value-oriented consumers with moderate evaluations, and (3) highly price-sensitive consumers with lower decision engagement. One-way ANOVA results (p < 0.05) confirm statistically significant differences among the clusters. Rather than assuming homogeneous rational responses, the findings highlight the heterogeneity of economic decision profiles and demonstrate the relevance of clustering techniques for capturing behavioral segmentation in micro-level economic contexts.
References
Ahmed, M., Seraj, R., & Islam, S. M. S. (2020). The k-means Algorithm: A Comprehensive Survey and Performance Evaluation. Electronics, 9(8), 1295. https://doi.org/10.3390/electronics9081295
Ali, H. (2019). Purchase Decision and Repurchase Models: Product Quality and Process Analysis (Case Study of House Ownership Credit Financing in Permata Sharia Bank Jakarta). Scholars Bulletin, 05(09), 526–535. https://doi.org/10.36348/sb.2019.v05i09.006
Ananda, A. P., Sari, A. K., & Fatchurrohman, M. (2023). The Influence of Price, Location and Word Of Mouth on Purchasing Decisions at Green Resto. RIGGS: Journal of Artificial Intelligence and Digital Business, 2(1), 24–30. https://doi.org/10.31004/riggs.v2i1.115
Arisuddin, M. F., Suyono, J., Elisabeth, D. R., & Bonn, A. T. B. (2020). Determinats of Customer Purchasing Decision: Price, Product, and Location. IJEBD (International Journal of Entrepreneurship and Business Development), 3(4), 445–455. https://doi.org/10.29138/ijebd.v3i4.1214
Baghdadi, N. A., Alsayed, S. K., Malki, G. A., Balaha, H. M., & Farghaly Abdelaliem, S. M. (2023). An Analysis of Burnout among Female Nurse Educators in Saudi Arabia Using K-Means Clustering. European Journal of Investigation in Health, Psychology and Education, 13(1), 33–53. https://doi.org/10.3390/ejihpe13010003
Barone, M. J., Coulter, K. S., Kulow, K., & Li, X. (Bo). (2022). Location, location, location: When and how low price locations improve consumer price perceptions. Psychology & Marketing, 39(6), 1190–1203. https://doi.org/10.1002/mar.21652
Bivina, G. R., Gupta, A., & Parida, M. (2019). Influence of microscale environmental factors on perceived walk accessibility to metro stations. Transportation Research Part D: Transport and Environment, 67, 142–155. https://doi.org/10.1016/j.trd.2018.11.007
Calderon-Monge, E., Pastor-Sanz, I., & Sendra Garcia, F. J. (2020). Analysis of sustainable consumer behavior as a business opportunity. Journal of Business Research, 120, 74–81. https://doi.org/10.1016/j.jbusres.2020.07.039
Chen, C.-Y. (2020). Smartphone addiction: Psychological and social factors predict the use and abuse of a social mobile application. Information, Communication & Society, 23(3), 454–467. https://doi.org/10.1080/1369118X.2018.1518469
Chubaka Mushagalusa, N., Balemba Kanyurhi, E., Bugandwa Mungu Akonkwa, D., & Murhula Cubaka, P. (2022). Measuring price fairness and its impact on consumers’ trust and switching intentions in microfinance institutions. Journal of Financial Services Marketing, 27(2), 111–135. https://doi.org/10.1057/s41264-021-00102-3
Dal Santo, T., Golberg, M., Nassar, E.-L., Carrier, M.-E., Hu, S., Kwakkenbos, L., Bartlett, S. J., Fox, R. S., Lee, Y. C., Varga, J., Benedetti, A., Thombs, B. D., Lapointe McKenzie, J.-A., Lawrie-Jones, A., Mieszczak, T., Petrozza, S., Sauve, M., Wixson, G., & the Scleroderma Patient-centered Intervention Network Pain Patient Advisory Team. (2024). Protocol for the development of a tool to map systemic sclerosis pain sources, patterns, and management experiences: A Scleroderma Patient-centered Intervention Network patient-researcher partnership. BMC Rheumatology, 8(1), 28. https://doi.org/10.1186/s41927-024-00398-3
Fadhilah, M., Cahya, A. D., & Setiawan, H. (2023). PENGARUH ATMOSFIR TOKO, LOKASI TOKO DAN DISPLAY PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI TOKO KELONTONG SRC HENDRO. SCIENTIFIC JOURNAL OF REFLECTION?: Economic, Accounting, Management and Business, 6(2), 408–415. https://doi.org/10.37481/sjr.v6i2.664
Fitriyani, A. L. D., Tamara, H., Azis, S., Febriyanti, U., & Fadhilah, U. (2021). ANALISIS PERILAKU KONSUMTIF MAHASISWA DITINJAU DARI MOTIF PEMBELIAN MAKANAN DAN PRODUK FASHION SECARA ONLINE. Academica?: Journal of Multidisciplinary Studies, 5(2), 307–328. https://doi.org/10.22515/academica.v5i2.4121
Gielens, K., Ma, Y., Namin, A., Sethuraman, R., Smith, R. J., Bachtel, R. C., & Jervis, S. (2021). The Future of Private Labels: Towards a Smart Private Label Strategy. Journal of Retailing, 97(1), 99–115. https://doi.org/10.1016/j.jretai.2020.10.007
Gupta, V., Kiatkawsin, K., Roy, H., Promsivapallop, P., & Duggal, S. (2024). How the consumers’ intentions to pay a price premium are influenced in luxury fine dining restaurants? Journal of Foodservice Business Research, 27(2), 196–225. https://doi.org/10.1080/15378020.2022.2077089
Hamilton, R. W., Mittal, C., Shah, A., Thompson, D. V., & Griskevicius, V. (2019). How Financial Constraints Influence Consumer Behavior: An Integrative Framework. Journal of Consumer Psychology, 29(2), 285–305. https://doi.org/10.1002/jcpy.1074
Hardiansyah, F., Nuhung, M., & Rasulong, I. (2019). PENGARUH LOKASI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN SINGAPORE DI KOTA MAKASSAR. Jurnal Ilmu Manajemen Profitability, 3(1), 91–107. https://doi.org/10.26618/profitability.v3i1.2505
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291.
Kahneman, D. (2003). Maps of bounded rationality: Psychology for behavioral economics. American Economic Review, 93(5), 1449–1475.
Kim, S., Cho, S., Kim, J. Y., & Kim, D.-J. (2023). Statistical Assessment on Student Engagement in Asynchronous Online Learning Using the k-Means Clustering Algorithm. Sustainability, 15(3), 2049. https://doi.org/10.3390/su15032049
Kim, S., Ham, S., Moon, H., Chua, B.-L., & Han, H. (2019). Experience, brand prestige, perceived value (functional, hedonic, social, and financial), and loyalty among GROCERANT customers. International Journal of Hospitality Management, 77, 169–177. https://doi.org/10.1016/j.ijhm.2018.06.026
Kuderer, S., Voracek, M., Kirchengast, S., & Rotter, C. E. (2022). The Handedness Index Practical Task (HI20): An economic behavioural measure for assessing manual preference. Laterality, 27(3), 273–307. https://doi.org/10.1080/1357650X.2021.1990312
Lee, E. E., Song, K.-H., Hwang, W., Ham, S. Y., Jeong, H., Kim, J.-H., Oh, H. S., Kang, Y. M., Lee, E. B., Kim, N. J., Chin, B. S., & Park, J. K. (2021). Pattern of inflammatory immune response determines the clinical course and outcome of COVID-19: Unbiased clustering analysis. Scientific Reports, 11(1), 8080. https://doi.org/10.1038/s41598-021-87668-z
Lee, H. J. (2020). A Study of Consumer Repurchase Behaviors of Smartphones Using Artificial Neural Network. Information, 11(9), 400. https://doi.org/10.3390/info11090400
Malik, A. S., Jayanti, A., & Sanjaya, V. F. (2022). PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA BAJU THRIFT DI SHABIRA STORE KABUPATEN TULANG BAWANG. Srikandi: Journal of Islamic Economics and Banking, 1(2), 95–102. https://doi.org/10.25217/srikandi.v1i2.2019
Merten, L., & Kuhnimhof, T. (2023). Impacts of parking and accessibility on retail-oriented city centres. Journal of Transport Geography, 113, 103733. https://doi.org/10.1016/j.jtrangeo.2023.103733
Nur, Y., Amang, B., Semmaila, B., & Hasan, S. (2023). The Influence of Bank Image, Accessibility, and Customer Relationship Management on Customer Satisfaction and Loyalty at Islamic Banks in Makassar City. International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., 8(9), 17.
Nurabadi, A., Triwiyanto, T., Gunawan, I., Valenda, O. Y., Pribadi, S. A., Darmawan, A., Nabila, A. W., Baharudin, A., Krisnafitriana, V., & Wardani, A. D. (2022). Assessing Validity and Reliability of an Instrument for Measuring Student Digital Leadership: Example from Indonesia. 2022 8th International Conference on Education and Technology (ICET), 288–292. https://doi.org/10.1109/ICET56879.2022.9990863
Park, J. H., & Kang, Y. J. (2020). Evaluation Index for Sporty Engine Sound Reflecting Evaluators’ Tastes, Developed Using K-means Cluster Analysis. International Journal of Automotive Technology, 21(6), 1379–1389. https://doi.org/10.1007/s12239-020-0130-8
Petcharat, T., & Leelasantitham, A. (2021). A retentive consumer behavior assessment model of the online purchase decision-making process. Heliyon, 7(10). https://doi.org/10.1016/j.heliyon.2021.e08169
Purba, S. Y. Y., Listyorini, S., & Pradhanawati, A. (2023). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian pada Natasha Skin Care (Studi pada Konsumen Natasha Skin Care Semarang). Jurnal Ilmu Administrasi Bisnis, 12(1), 357–363. https://doi.org/10.14710/jiab.2023.37439
Rachmani, E., Hsu, C.-Y., Chang, P. W., Fuad, A., Nurjanah, N., Shidik, G. F., Ningrum, D. N. A., & Lin, M.-C. (2020). Development and validation of an instrument for measuring competencies on public health informatics of primary health care worker (PHIC4PHC) in Indonesia. Primary Health Care Research & Development, 21, e22. https://doi.org/10.1017/S1463423620000018
Rayi, G., & Aras, M. (2021). How Product Innovation and Motivation Drive Purchase Decision as Consumer Buying Behavior. Journal of Distribution Science, 19(1), 49–60. https://doi.org/10.15722/JDS.19.1.202101.49
Reyes-Menendez, A., Correia, M. B., Matos, N., & Adap, C. (2020). Understanding Online Consumer Behavior and eWOM Strategies for Sustainable Business Management in the Tourism Industry. Sustainability, 12(21), 8972. https://doi.org/10.3390/su12218972
Samoggia, A., Grillini, G., & Del Prete, M. (2021). Price Fairness of Processed Tomato Agro-Food Chain: The Italian Consumers’ Perception Perspective. Foods, 10(5), 984. https://doi.org/10.3390/foods10050984
Santosa, A. B., & Najla, B. (2022). ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SELULER XL PRABAYAR DI KABUPATEN BOGOR. Economicus?: Jurnal Ekonomi Dan Manajemen, 12(2), 67–77. https://doi.org/10.47860/economicus.v12i2.51
Shin, N., Park, S., & Kim, H. (2021). Consumer satisfaction–based social commerce service quality management. BRQ Business Research Quarterly, 24(1), 34–52. https://doi.org/10.1177/2340944420916098
Siahaan, E., Amalia Fachrudin, K., Linda Leonita Sibarani, M., & Muda, I. (2019). Evaluating customer perceived value of housing based on location factor and economic value. Problems and Perspectives in Management, 17(3), 196–206. https://doi.org/10.21511/ppm.17(3).2019.16
Silva, M. E. da. (2020). QUALITY OF SERVICE AND PRICE PERCEPTION AFFECT CUSTOMER LOYALTY WITH CONSUMER SATISFACTION AS A MEDIATION VARIABLES. Journal of Applied Management and Business, 1(2), 68–73. https://doi.org/10.37802/jamb.v1i2.144
Simon, H. A. (1955). A behavioral model of rational choice. Quarterly Journal of Economics, 69(1), 99–118.
Skwara, F., & Wienert, L. (2024). The impact of digital household budgets on online purchase decision-making processes. Journal of Consumer Behaviour, 23(4), 1671–1700. https://doi.org/10.1002/cb.2299
Stratton, S. J. (2023). Population Sampling: Probability and Non-Probability Techniques. Prehospital and Disaster Medicine, 38(2), 147–148. https://doi.org/10.1017/S1049023X23000304
Sudirjo, F., Paramita, C. C. P., Yani, I., Marjuki, M., & Utami, E. Y. (2024). The Influence of Business Location and Word of Mouth on Purchasing Decisions. Reslaj?: Religion Education Social Laa Roiba Journal, 6(3), 2369–2377. https://doi.org/10.47467/reslaj.v6i3.6178
Turban, J. L., Almazan, A. N., Reisner, S. L., & Keuroghlian, A. S. (2023). The Importance of Non-Probability Samples in Minority Health Research: Lessons Learned from Studies of Transgender and Gender Diverse Mental Health. Transgender Health, 8(4), 302–306. https://doi.org/10.1089/trgh.2021.0132
Usman, O., & Nadila, K. (2019). Effect of Products, Promotion, Price and Location of Buying Decisions (SSRN Scholarly Paper No. 3510138). Social Science Research Network. https://doi.org/10.2139/ssrn.3510138
Von Neumann, J., & Morgenstern, O. (1944). Theory of games and economic behavior. Princeton University Press.
Wen, J., Lin, Z., Liu, X., Xiao, S. H., & Li, Y. (2021). The Interaction Effects of Online Reviews, Brand, and Price on Consumer Hotel Booking Decision Making. Journal of Travel Research, 60(4), 846–859. https://doi.org/10.1177/0047287520912330
Wijaya, A. N., Romadon, R., Yuliana, S., Harpa, B. A., Riyana, E., & Safitri, W. (2024). Analisis Biaya Diferensial Pengambilan Keputusan Menerima Atau Menolak Pesanan Khusus (UMKM Naknik). Advantage: Journal of Management and Business, 2(2), 99–111. https://doi.org/10.61971/advantage.v2i2.109
Wijayani, T., & Prambudi, B. (2020). PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP LOYALITAS PELANGGAN (Studi Empiris Pada Konsumen Wardah di Gerai Pusat Grosir Cililitan). Jurnal Ekobis?: Ekonomi Bisnis & Manajemen, 10(2), 195–207. https://doi.org/10.37932/j.e.v10i2.127
Yang, F., Tang, J., Men, J., & Zheng, X. (2021). Consumer perceived value and impulse buying behavior on mobile commerce: The moderating effect of social influence. Journal of Retailing and Consumer Services, 63, 102683. https://doi.org/10.1016/j.jretconser.2021.102683
Yen, B. T. H., Mulley, C., Burke, M., & Tseng, W.-C. (2020). Parking and restaurant business: Differences in business perceptions and customer travel behaviour in Brisbane, Queensland, Australia. Land Use Policy, 92, 103818. https://doi.org/10.1016/j.landusepol.2019.01.021
Zhang, C. Y., Sussman, A. B., Wang-Ly, N., & Lyu, J. K. (2022). How consumers budget. Journal of Economic Behavior & Organization, 204, 69–88. https://doi.org/10.1016/j.jebo.2022.09.025
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Adi Martono, Sapta Rini Oktaviani
This work is licensed under a Creative Commons Attribution 4.0 International License.
