KEPUTUSAN PEMBELIAN DITINJAU DARI PROMOSI, VARIAN PRODUK DAN CITA RASA ROTI KECIL BAKERY SHOP CABANG PUNGGAWAN DI KOTA SURAKARTA

Authors

  • Irene Ramdhani Ayuning Putri Program Studi Manajemen Fakultas Ekonomi Universitas Islam Batik Surakata, Indonesia
  • Eny Kustiyah Program Studi Manajemen Fakultas Ekonomi Universitas Islam Batik Surakata, Indonesia
  • Fithri Setya Marwati Program Studi Manajemen Fakultas Ekonomi Universitas Islam Batik Surakata, Indonesia

DOI:

https://doi.org/10.29040/jie.v7i1.8455

Abstract

The purpose of this study was to determine the influence of promotions, product variants and tastes jointly or partially on purchasing decisions at Roti Kecil Bakery Shop Punggawan branch in Surakarta City. The method used is quantitative research, with a population of 3,600 consumers. The sampling technique used was purposive sampling. Samples were taken by 180 respondents. Methods of data analysis using multiple linear regression analysis. The results of the study used the F (simultaneous) promotion test, product variants and flavors had a significant positive effect on purchasing decisions. The results of this study used the t-test (partial) promotions, product variants and flavors had a significant positive effect on purchasing decisions. Based on the results of research and discussion of promotions, product variants and tastes on purchasing decisions with a contribution of 48.8%. Keywords : promotions, product variants, tastes and purchasing decisions

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Published

2023-02-28

How to Cite

Ayuning Putri, I. R., Kustiyah, E., & Marwati, F. S. (2023). KEPUTUSAN PEMBELIAN DITINJAU DARI PROMOSI, VARIAN PRODUK DAN CITA RASA ROTI KECIL BAKERY SHOP CABANG PUNGGAWAN DI KOTA SURAKARTA. JURNAL ILMIAH EDUNOMIKA, 7(1). https://doi.org/10.29040/jie.v7i1.8455

Issue

Vol. 7 No. 1 (2023): EDUNOMIKA : Vol. 07, No. 01, 2023

Section

Articles

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