Vol. 3 No. 1 (2023): June
Open Access
Peer Reviewed

The Influence of Product, Price, Location and Promotion on Donut Purchasing Decisions at J.CO Donuts & Coffee Jember

Authors

Dian Risky Damayanti , Dewi Kurniawati

DOI:

10.25047/jmaa.v3i1.60

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Received: Feb 25, 2023
Accepted: May 05, 2023
Published: Jun 28, 2023

Abstract

The increasingly competitive business competition with many similar products released by competitors is the background for research. J.CO Donuts & Coffee Jember is a company that launched donuts as a product it offers and has many competitors. The aim of this research was to test and analyze the influence of product, price, location and promotion on donut purchasing decisions at J.CO Donuts & Coffee Jember. A sample of 50 respondents was taken from the consumer population who purchased donuts directly. The analytical tool used in this research is multiple linear regression analysis with the help of SPSS 23.00 for Windows. The conclusion from the results of this research is that product, price, location and promotion variables simultaneously  have a significant influence on the decision to purchase donuts at J.CO Donuts & Coffee Jember. Partially, the results of this research concluded that the product, price and promotion variables partially had no significant effect on purchasing decisions, while location partially had a significant effect on purchasing decisions. Based on the analysis, location is the variable that has a dominant influence on the decision to purchase donut products at J.CO Donuts & Coffee Jember.

Keywords:

Product , Price , Location , Promotion , Purchase Decision

References

Kotler and Keller, Manajemen Pemasaran, 13 Jilid 1. Jakarta: PT. Indeks., 2009.

F. Rangkuti, Creating Effective Marketing Plan. Jakarta: Gramedia Pustaka Utama, 2002.

Kotler and Amstrong, Manajemen Pemasaran. Jakarta: Erlangga, 2016.

M. M, Manajemen Pemasaran. Jakarta: Bumi Aksara, 2003.

T. Fandy, Strategi Pemasaran. Yogyakarta: Andi Offset, 1997.

Author Biographies

Dian Risky Damayanti, Politeknik Negeri Jember

Jurusan Manajemen Agribisnis

Dewi Kurniawati, Politeknik Negeri Jember

Jurusan Manajemen Agribisnis

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How to Cite

[1]
D. R. Damayanti and D. Kurniawati, “The Influence of Product, Price, Location and Promotion on Donut Purchasing Decisions at J.CO Donuts & Coffee Jember”, jmaa, vol. 3, no. 1, pp. 9–14, Jun. 2023.

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