PENGARUH CITA RASA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI AISY DRINK KOTA BIMA (Studi Konsumen Di Aisy Drink)

  • Anita Anita STIE Bima
  • Wulandari Wulandari STIE Bima
Keywords: Taste, Promotion, Purchase Decision

Abstract

Continuing relationships with old customers and continuing to acquire new customers with the concept of customer satisfaction will have a greater influence on the market share. In the city of Bima, there are many culinary places, one of which is AISY DRINK. Aisy Drink has a unique product taste that is ready to accompany your day with different flavor variants. This study aims to determine the effect of taste (X1), motivation (X2) on purchasing decisions (Y). The study was conducted on 96 consumers as a sample with data analysis techniques, namely classical assumption test, multiple linear regression, correlation coefficient, determination, t test and F test. consumer purchasing decisions at Aisy Drink Bima City. Based on simultaneous results (F) where the value of Fcount is 38.0005>Ftable (38.0005>3.09) and with a sig. value of 0.000<0.05 so it can be concluded that the taste( X1) and Promotion (X2) together have a positive and significant effect on consumer purchasing decisions (Y).

References

Arikunto, S. (2005). Manajemen penelitian.
Buchari, A. (2011). Manajemen pemasaran dan pemasaran jasa. Bandung: Alfabeta.
Budiati, I. (2014). Implikasi Minat Siswa Dalam Pengelolaan Pertanian Terhadap Keberlanjutan Minat Bertani Di Wilayah Kecamatan Parongpong (Studi Kasus Di SMAN 1 Parongpong). Jurnal Pendidikan Ilmu Sosial, 23(2), 99-103.
Cahyono, H. S., & Sulistyawati, A. I. (2017). Keputusan Investasi, Keputusan Pendanaan dan Kebijakan Dividen Sebagai Determinan Nilai Perusahaan. Akuisisi: Jurnal Akuntansi, 13(1).
Drummond, K. E., & Brefere, L. M. (2021). Nutrition for foodservice and culinary professionals. John Wiley & Sons.
Haider, Z., Latif, F., Akhtar, S., & Mushtaq, M. (2012). Evaluation of English achievement test: A comparison between high and low achievers amongst selected elementary school students of Pakistan. Educational Research and Reviews, 7(29), 642-650.
Kotler, P., & Armstrong, G. (2010). Prinsip-Prinsip Pemasaran, Jilid 1 dan 2 Edisi Kedua Belas. Jakarta: Erlangga.
Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Jakarta: Erlangga. Laksana. Terjemahan Fajar.
Sanjaya, H. Ghozali, I.(2016). Aplikasi Analisis Multivariete dengan Program IBM SPSS 23 (VIII). Semarang: Badan Penerbit Universitas Diponegoro.
Sarwono, J. (2006). Metode penelitian kuantitatif dan kualitatif.
Suparyogo, I. (2001). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Published
2021-11-30
Section
Articles
Abstract viewed = 3 times
PDF downloaded = 1 times