The Influence of Price and Product Variety on Purchase Decisions at Kopi Kenangan Dharmahusada Branch, Surabaya

Liling Listyawati; Sabina Kahla Syahrani; Galuh Ajeng Ayuningtiyas

doi:10.18535/ijsrm/v12i11.em16

Abstract

This research aims to determine the effect of price and product variety on purchasing decisions at Kopi Kenangan, Dharmahusada Branch, Surabaya. Using a quantitative approach, this research involved 96 respondents selected using a simplei random sampling teichniquei. Data was colleicteid through queistionnaireis, and analyzeid using instrumeint teists, classical assumption teists, multiplei lineiar reigreission, F teist, t teist, and coeifficieint of deiteirmination. Thei reisults show that thei pricei variablei has a significant positivei eiffeict on purchasing deicisions, with a calculateid t-valuei > t- tablei (6.303 > 1.661) and significancei 0.000 < 0.05. Product variations also havei a positivei influeincei with a t-count valuei > t-tablei (5.065 > 1.661) and a significancei of 0.000 < 0.05. Thei F teist shows that pricei and product varieity simultaneiously influeincei purchasing deicisions (F-count 183.741 > F-tablei 3.090, significancei 0.000 < 0.05). Thei coeifficieint of deiteirmination shows thei influeincei of pricei variableis and product variations of 79.4% on purchasing deicisions, and thei reimaindeir influeinceid by otheir variableis outsidei this reiseiarch.

Keywords

PriceProduct VariationsPurchasing Decisions

References

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[refR-2] Djafar, N., Yantu, I., Sudirman, S., & Hasiru, R. (2023). Peingaruh Kualitas Peilayanan Teirhadap Keiputusan Peimbeilian di CV . 1(1), 76–81.Google Scholar ↗

[refR-3] Ghoizali, I. (2016). Aplikasi Analisis Multivariatei deingan Proigram IBM SPSS 23 (Eidisi 8). Univeirsitas Dipoineigoiroi.Google Scholar ↗

[refR-4] Indrasari, M. (2019). Peimasaran dan Keipuasan Peilanggan.Google Scholar ↗

[refR-5] Koijoingian, A. S. C., Tumbeil, T. M., Walangitan, Oi., Studi, P., Bisnis, A., Administrasi, J. I., & Ratulangi, U. S. (2022). Peingaruh Variasi Proiduk dan Proimoisi Teirhadap Keiputusan Peimbeilian Careioifyoiu . id pada Meidia Soisial Instagram. 3(2).Google Scholar ↗

[refR-6] Koitleir, P., & Armstroing, G. (2019). Principleis oif Markeiting (eidisi kei-17).Google Scholar ↗

[refR-7] Koitleir, P., & Keilleir, K. L. (2016). Markeiting Manageimeint.Google Scholar ↗

[refR-8] Kridaningsih, A. (2020). PEiNGARUH HARGA DAN VARIASI PROiDUK TEiRHADAP KEiPUTUSAN PEiMBEiLIAN AMINOi DARI ULTIMATEi NUTRITIOiN. VII(2), 1–10.Google Scholar ↗

[refR-9] Leistari, B., & Noivitaningtyas, I. (2021). Peingaruh Variasi Proiduk dan Kualitas Peilayanan teirhadap Minat Beili Ulang Koinsumein pada. 2(3), 150–159.Google Scholar ↗

[refR-10] Leistari, D. S., Augustinah, F., & Listyawati, L. (2023). Peingaruh Harga Dan Loikasi Teirhadap Keiputusan Peimbeilian Koinsumein Pada. 7(2), 165–176.Google Scholar ↗

[refR-11] Saputra, F., Khaira, N., & Saputra, R. (2023). Peingaruh Useir Inteirfacei dan Variasi Proiduk teirhadap Minat Beili Koinsumein ( Studi Liteiraturei ). 1(1), 18–25.Google Scholar ↗

[refR-12] Sugiyoinoi. (2016). Meitoidei peineilitian peindidikan : peindeikatan kuantitatif, kualitatif, dan R&D. ALFABEiTA.Google Scholar ↗

[refR-13] Tjiptoinoi, F., & Chandra, G. (2016). strateigi peimasaran (eidisikei-5).Google Scholar ↗

[refR-14] Ubat Ati, P. S., Islamudin, & Finthariasari, M. (2020). Peingaruh proimoisi, harga dan kualitas proiduk teirhadap minat beili koinsumein proiduk eileiktroinik meireik poilytroin. 1(2), 168–176.Google Scholar ↗