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Riani Wulandari
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, UBP Karawang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Promosi Dan Potongan Harga Produk Terhadap Minat Beli Konsumen Di Cafe Kenalin Ini Kopi Karawang Riani Wulandari; Syifa Pramudita Faddila
Business and Investment Review Vol. 1 No. 3 (2023)
Publisher : CV. Lenggogeni Data Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (522.182 KB) | DOI: 10.61292/birev.v1i3.15

Abstract

This study aims to determine: (1) the effect of promotions on purchase intention (2) the effect of product price discounts on purchase intention (3) the effect of promotions and price discounts on consumer buying interest at Cafe Kenalin's Karawang Coffee. The subjects of this research consisted of 100 customers of Caffe Kenalin's Coffee. Data collection techniques using questionnaires and documentation. Test the validity of the instrument items using Product Moment correlation and reliability testing using Alpha Cronbach. Analysis prerequisite test consists of normality test, linearity test, and multicollinearity test. Data analysis in order to answer research questions consisted of simple regression analysis and multiple regression analysis. ABSTRAK Penelitian ini bertujuan untuk mengetahui: (1) pengaruh promosi terhadap minat beli (2) pengaruh potongan harga produk terhadap minat beli (3) pengaruh promosi dan potongan harga terhadap minat beli konsumen Cafe Kenalin ini Kopi karawang. Subyek penelitian ini terdiri dari 100 customer Caffe Kenalin ini Kopi. Teknik pengumpulan data menggunakan kuesioner dan dokumentasi. Uji validitas butir instrumen menggunakan korelasi Product Moment dan uji reliabilitas menggunakan Alpha Cronbach. Uji prasyarat analisis terdiri dari uji normalitas, uji linieritas, dan uji multikolinearitas. Analisis data dalam rangka menjawab pertanyaan penelitian terdiri atas analisis regresi sederhana dan analisis regresi ganda.
Co-Authors Syifa Pramudita Faddila