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

Putri, Irene Ramdhani Ayuning and Kustiyah, Eny and Marwati, Fithri KEPUTUSAN PEMBELIAN DITINJAU DARI PROMOSI, VARIAN PRODUK DAN CITA RASA ROTI KECIL BAKERY SHOP CABANG PUNGGAWAN DI KOTA SURAKARTA. KEPUTUSAN PEMBELIAN DITINJAU DARI PROMOSI, VARIAN PRODUK DAN CITA RASA ROTI KECIL BAKERY SHOP CABANG PUNGGAWAN DI KOTA SURAKARTA, 7 (2).

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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%.

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