PENGARUH HARGA, CITA RASA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This study aims to determine how the effect of Price, Taste, and Promotion on Coffee and Shoot Purchase Decisions. The population in this study were all Coffee and Shoot customers. The sample in this study was 140 respondents with data collection techniques using questionnaires. The data testing technique used is in the form of validity test, reliability test, and classical assumption test consisting of normality test, multicollinearity test, and heteroscedasticity test. The data analysis technique used multiple linear regression. Hypothesis test using R2 test,  F test, and t test. This study uses SPSS version 25 software data analysis tool. The results of this study indicate that (1) Price has a positive and significant effect on Coffee and Shoot purchasing decisions. (2) Taste has a positive and significant effect on Coffee and Shoot purchasing decisions. (3) Promotion has no effect on Coffee and Shoot purchasing decisions.

Keywords: Price, Taste, Promotion, and Purchase Decision