The Influence of Price and Product Variety on Purchase Decisions at Kopi Kenangan Dharmahusada Branch, Surabaya
Downloads
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.
Downloads
1. Deiwanti, S. R. (2023). Peingaruh Kualitas Proiduk, Harga, Dan Loikasi Teirhadap Keiputusan Peimbeilian Pada Koipi Keinangan Surabaya Cabang Mulyoisari Tri Yuniati Seikoilah Tinggi Ilmu Eikoinoimi Indoineisia (Stieisia) Surabaya. Jurnal Ilmu Dan Riseit Manajeimein, 12(1), 1–17.
2. Djafar, N., Yantu, I., Sudirman, S., & Hasiru, R. (2023). Peingaruh Kualitas Peilayanan Teirhadap Keiputusan Peimbeilian di CV . 1(1), 76–81.
3. Ghoizali, I. (2016). Aplikasi Analisis Multivariatei deingan Proigram IBM SPSS 23 (Eidisi 8). Univeirsitas Dipoineigoiroi.
4. Indrasari, M. (2019). Peimasaran dan Keipuasan Peilanggan.
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).
6. Koitleir, P., & Armstroing, G. (2019). Principleis oif Markeiting (eidisi kei-17).
7. Koitleir, P., & Keilleir, K. L. (2016). Markeiting Manageimeint.
8. Kridaningsih, A. (2020). PEiNGARUH HARGA DAN VARIASI PROiDUK TEiRHADAP KEiPUTUSAN PEiMBEiLIAN AMINOi DARI ULTIMATEi NUTRITIOiN. VII(2), 1–10.
9. Leistari, B., & Noivitaningtyas, I. (2021). Peingaruh Variasi Proiduk dan Kualitas Peilayanan teirhadap Minat Beili Ulang Koinsumein pada. 2(3), 150–159.
10. Leistari, D. S., Augustinah, F., & Listyawati, L. (2023). Peingaruh Harga Dan Loikasi Teirhadap Keiputusan Peimbeilian Koinsumein Pada. 7(2), 165–176.
11. Saputra, F., Khaira, N., & Saputra, R. (2023). Peingaruh Useir Inteirfacei dan Variasi Proiduk teirhadap Minat Beili Koinsumein ( Studi Liteiraturei ). 1(1), 18–25.
12. Sugiyoinoi. (2016). Meitoidei peineilitian peindidikan : peindeikatan kuantitatif, kualitatif, dan R&D. ALFABEiTA.
13. Tjiptoinoi, F., & Chandra, G. (2016). strateigi peimasaran (eidisikei-5).
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.
Copyright (c) 2024 Liling Listyawati, Sabina Kahla Syahrani, Galuh Ajeng Ayuningtiyas
This work is licensed under a Creative Commons Attribution 4.0 International License.
