PENGARUH HARGA, PROMOSI, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOPI KENANGAN CABANG PAKUWON MALL SURABAYA

Abstract

In modern times, tea and coffee-based drinks began to emerge. The businessman entrepreneurs dare to mix various flavors to create a unique and delicious taste so that the brand of a Kopi Kenangan product can be accepted in the society. This research aimed to analyze the effect of price, promotion, and location on the purchasing decision of Kopi Kenangan products in the Pakuwon Mall Surabaya. The research was quantitative with Likert scale. The research population was customers who had ever purchased Kopi Kenangan products in branch of Pakuwon Mall Surabaya. Furthermore, there were 98 customers as a sample. Theresearch data were primary. Moreover, the instrument in data collection technique used questionnaires which were distributed to the customers. In addition, the data analysis technique used multiple linear regression with SPSS. The research hypothesis test stated that price had a significant effect on thepurchasing decision. Likewise, promotion had a significant effect on the purchasingdecision. Similarly, the location had a significant effect on the purchasing decision of Kopi Kenangan products in the Pakuwon Mall Surabaya.