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The Effect of Price, Promotion, and Location Perception on The Purchase Decision of Indonesian Iced Tea Fatmawati Branch, Kedungmundu

Authors

Rida Amalia Safitri Universitas Muhammadiyah Semarang
Haerudin Haerudin Universitas Muhammadiyah Semarang
Jumai Jumai Universitas Muhammadiyah Semarang
Nurhayati Nurhayati Universitas Muhammadiyah Semarang

Keywords:

Price Perception, Promotion, Location, Buyer Decision

Abstract

Es Teh Indonesia is one of the well-known franchise beverage businesses in Indonesia, with more than 800 branch outlets spread throughout Indonesia. This study aims to find out how the Influence of Price Perception, Promotion, and Location on the Purchase Decision of Indonesian Ice Tea Fatmawati Branch, Kedungmundu. The research uses quantitative methods. The population in this study is customers of Es Teh Indonesia Fatmawati Branch, Kedungmundu. The sample used was as many as 100 respondents using the purposive sampling technique. The analysis tool used is multiple linear regression analysis. The results of this study show that it is partially known that the variables of Price Perception and Promotion have a positive and significant effect on the Purchase Decision at Es Teh Indonesia Fatmawati Branch, Kedungmundu, while Location does not have a significant effect on the Purchase Decision of Es Teh Indonesia Fatmawati Branch. Furthermore, simultaneously Price Perception, Promotion, and Location have a significant effect on the Purchase Decision of Indonesian Ice Tea Fatmawati Branch, Kedungmundu.

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Published

2024-07-27 — Updated on 2024-11-22

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How to Cite

Safitri, R. A. ., Haerudin, H., Jumai, J., & Nurhayati, N. (2024). The Effect of Price, Promotion, and Location Perception on The Purchase Decision of Indonesian Iced Tea Fatmawati Branch, Kedungmundu. Economics and Business International Conference Proceeding, 1(2), 450–461. Retrieved from https://jurnalnew.unimus.ac.id/index.php/EBiC/article/view/457 (Original work published July 27, 2024)