Pengaruh Variasi Produk, Sales Promotion, Dan Harga Terhadap Keputusan Pembelian Pada Brand Minuman Haus Nginden Semolo Sukolilo Surabaya

Abstract

At this time many industries are engaged in the food & beverage sector. Competition is very tight with a wide variety of products offered in the market. In Indonesia itself, the development of this industry is very large with the emergence of food & beverage businesses ranging from small to large. One of the current forms of food & beverage beverage business that is trending, one of which is the Indonesian Haus Drink Brand. Therefore, researchers will further analyze the effect of product variations, sales promotions, and prices on purchasing decisions at the thirsty drink brand on Jl. Nginden Semolo, Sukolilo, Surabaya. This research method uses quantitative research methods with the type of associative research. The population in this study are consumers who buy 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 test (F test and t test). The results of this study indicate that product variations, sales promotions, and prices have a positive and significant effect either partially or simultaneously on purchasing decisions.

Product Variation, Salas Promotion, Price, and Purchase Decision