PENGARUH PROMOSI APLIKASI, KUALITAS PRODUK, DAN INOVASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN COFFESHOP BELIKOPI

Abstract

This research aimed to find out and analyze the effect of application promotion, product quality, and innovation on the purchasing decisions at Coffeeshop Belikopi, Nginden, Surabaya. Moreover, the sample was 96 students who studied at Kecamatan Sukolilo and had ordered products at Coffeeshop Belikopi, Nginden, Surabaya in Gofood and Grabfood. The data analysis technique used multiple linear regression. Furthermore, the data were primary. The instrument used was a questionnaire. The questionnaires were distributed through Google Forms. Additionally, the result concluded that application promotion had a positive and significant on purchasing decisions. It happened as interesting promotion for consumers and communication features could hold good communication. Product quality had a positive and significant effect on purchasing decisions since consumers would be interested in products that had good product quality, maintenance, and guaranteed. Consequently, it increased the purchasing decisions. Product innovation had a positive and significant effect on purchasing decisions. The innovation had to be applied to add interest value and gain assessment and good consideration for consumers.