International Journal of Economics and Management Research
Vol. 2 No. 1 (2023): April : International Journal of Economics and Management Research

Hanan Catering's Instagram promotions, pricing, and menu variety influence consumer purchasing decisions in Bandung

I Nyoman Tri Sutaguna (Universitas udayana)
Chevy Herli Sumerli A (Universitas Pasundan)
Geofakta Razali (STIAMI)
Muhammad Yusuf (STIA Bandung)

Article Info

Publish Date
03 Feb 2023

Abstract

This study aims to analyze the effect of promotions on Instagram, prices and menu variety on purchasing decisions for Hanan Catering in Bandung City. This research approach uses the approachscientificto test the justification of the proposed hypothesis. The population in this study were all consumers of homemade birthday cakes in Bandung. The sampling technique for determining the sample to be used in this study uses the techniquenon probability sampling, that ispurposive sampling. Then the total sample in this study was 91 respondents. The results of the study found that promotions on Instagram, prices and menu variety both simultaneously and partially have a positive and significant effect on purchasing decisions.

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Journal Info
International Journal of Economics and Management Research
Website

Abbrev

ijemr

Publisher

Politeknik Pratama Purwokerto

Subject

Economics, Econometrics & Finance

Description

Financial Accounting Public Sector Accounting Management Accounting Sharia Accounting and Financial Management Auditing Corporate Governance Behavioral Accounting (Including Ethics and Professionalism) Accounting (Ethics) Education Taxation Capital Markets and Investments Accounting for Banking and ...