The Influence of Price and Product Variety on Purchase Decisions at Kopi Kenangan Dharmahusada Branch, Surabaya
Year: 2024
Type: article
Study design: Observational Study
Abstract: This research aims to determine the effect of price and product variety on purchasing decisions at Kopi Kenangan, Dharmahusada Branch, Surabaya. Using a quantitative approach, this research involved 96 respondents selected using a simplei random sampling teichniquei. Data was colleicteid through queistionnaireis, and analyzeid using instrumeint teists, classical assumption teists, multiplei lineiar reigreission, F teist, t teist, and coeifficieint of deiteirmination. Thei reisults show that thei pricei variablei has a significant positivei eiffeict on purchasing deicisions, with a calculateid t-valuei > t- tablei (6.303 > 1.661) and significancei 0.000 < 0.05. Product variations also havei a positivei influeincei with a t-count valuei > t-tablei (5.065 > 1.661) and a significancei of 0.000 < 0.05. Thei F teist shows that pricei and product varieity simultaneiously influeincei purchasing deicisions (F-count 183.741 > F-tablei 3.090, significancei 0.000 < 0.05). Thei coeifficieint of deiteirmination shows thei influeincei of pricei variableis and product variations of 79.4% on purchasing deicisions, and thei reimaindeir influeinceid by otheir variableis outsidei this reiseiarch.
Institution: Universitas Dr. Soetomo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4404866251