Pengaruh Variasi Produk, Sales Promotion, dan Harga Terhadap Keputusan Pembelian pada Brand Minuman Haus Nginden Semolo Sukolilo Surabaya (The Influence of Product Variation, Sales Promotion, and Price on Purchase Decisions on the Drink Brand Haus Nginden Semolo Sukolilo Surabaya)

Cahyono, Agung Prasetia Adi (2022) Pengaruh Variasi Produk, Sales Promotion, dan Harga Terhadap Keputusan Pembelian pada Brand Minuman Haus Nginden Semolo Sukolilo Surabaya (The Influence of Product Variation, Sales Promotion, and Price on Purchase Decisions on the Drink Brand Haus Nginden Semolo Sukolilo Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

At this time many industries are engaged in the food & beverage sector. Competition is very tight with various kinds of products offered in the market that have various quality and innovations. In Indonesia, the development of this industry is very large with the emergence of food & beverage businesses ranging from small to large food & beverage businesses and from traditional to modern. One of the current forms of food & beverage coffee shop and beverage business that is trending and developing, one of which is the Indonesian Haus Drink Brand. The formulation of the problem in this study is whether there is an effect of product variation, sales promotion, and price on purchasing decisions on the drink brand Haus Nginden Semolo Sukolilo Surabaya. The purpose of this study is to determine the effect of product variations, sales promotions, and prices on purchasing decisions. This research method uses quantitative research methods with the type of associative research. The population in this study are all consumers who buy and consume thirsty drink brands on Jl. Nginden Semolo, Sukolilo, Surabaya with a total sample of 96 respondents. The data analysis method in this research is using multiple linear regression analysis, R2 determination test, and hypothesis testing (F test and t test). The results of this study indicate that Product Variation, Salas Promotion, and Price have a positive and significant effect both partially and simultaneously on Purchase Decisions. Keywords: Product Variation, Salas Promotion, Price, and Purchase Decision

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