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.

References

BISNIS, F. E. (2023). Guidelines for Thesis Preparation of the Faculty of Economics and Business, University of Muhammadiyah Semarang. Semarang: Faculty of Economics and Business.

Chaniago, S., & Hou, A. (n.d.). The Influence of Location and Price Discount on Purchase Decisions on CV. Super Com.

Chynthia, D., Hermawan, H., Izzudin, A., & University of Muhammadiyah Jember. (2022). THE INFLUENCE OF LOCATION AND SERVICE QUALITY ON PURCHASE DECISIONS. Journal of Human Resource Management, Administration and Public Service, Bina Taruna University Gorontalo, XI, 104–112.

Clarita, N., & Khalid, J. (n.d.). THE INFLUENCE OF PRICE PERCEPTION, BRAND IMAGE AND LOCATION ON PURCHASE DECISIONS AT CFC GRANDE KARARAWACI.

Dani, A. R., & Tuti, M. (2023). THE INFLUENCE OF PRICE, PROMOTION, AND LOCATION PERCEPTION ON PURCHASE DECISIONS AT STARBUCKS COFFEE SUMMARECON MALL BEKASI. JOURNAL OF HUMAN CAPITAL DEVELOPMENT, 9(3), 4.

Daru Mubarok, O. (2023). Fulfillment of Franchise Contract Obligations related to Royalty Payment from Franchisees to Franchisees during the Covid-19 Pandemic. Jurist-Diction, 6(3), 569–586. https://doi.org/10.20473/jd.v6i3.46383

Delilah, Muthiah. (2023). PRICE CONTROL ON BREAD PURCHASE DECISIONS AT SAIMEN BAKERY MARKET OUTLETS IN JAMBI CITY.

Dharma, W. S. (n.d.). THE INFLUENCE OF LOCATION, PRICE, AND PROMOTION ON THE PURCHASE DECISION OF KANZENNA FOOD PRODUCTS.

Dianawati, A., & Inriyani. (2023). THE EFFECT OF PRODUCT QUALITY, PRICE, PROMOTION, AND LOCATION ON THE DECISION TO PURCHASE ESKULKUL AT THE BOCIL ESKULKUL SHOP, BOGOR. Journal of Gici Journal of Finance and Business, 15(1), 11–20. https://doi.org/10.58890/jkb.v15i1.66

Ermawati, D., Nurcahyono, N., Sari, D. N., & Fakhruddin, I. (2023). The Dynamic Impact of Intellectual Capital on Firm Value : Evidence from Indonesia. International Conference on Business, Accounting, Banking, and Economics, 1, 246–262. https://doi.org/10.2991/978-94-6463-154-8

Evia, Z., Santoso, R. E. Wi., & Nurcahyono, N. (2022). Pengalaman Kerja, Independensi, Integritas, Kompetensi dan Pengaruhnya terhadap Kualitas Audit. Jurnal Akuntansi Dan Governance, 2(2), 141. https://doi.org/10.24853/jago.2.2.141-149

Fazha, Nabilah Azizah. (2023). THE EFFECT OF SERVICE QUALITY, PRICE, AND LOCATION ON PURCHASE DECISIONS AT AR COFFEE BEVERAGE.

Fa'al, Nico Akbar., Dr.Lutfi Nurcholis,SE.,ST.,MM., (2020). THE EFFECT OF LOCATION, PRICE AND PRODUCT QUALITY ON REPEAT PURCHASE DECISIONS WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE.

Ghufron, M., Zuraida, L., Management, P., Widya, S., & Yogyakarta, W. (2022). Muhamad Ghufron Lukia Zuraida 716 AT ALFAMIDI TRITUNGGAL YOGYAKARTA. 2(3), 716–730.

Iriyanto, S., Nurhayati, N., Suharnomo, S., & Raharjo, S. T. (2019). The effect of strategic orientation on the competitive advantage and business performance: A case of batik SMEs.

Iriyanto, S., Suharnomo, H., & Anas, M. (2021). Do intangible assets and innovation orientation influence competitive advantages? A case study of SMEs in Indonesia. Universal Journal of Accounting and Finance, 9(1), 105-115.

Indah Ramahdani, N., & Management Studies, P. (n.d.). Edvin Fairliantina.

Lokasi, P., Persepsi Harga terhadap Keputusan Pembelian Pakaian Kota Bengkulu Selvi Andika, dan, & Wahyu Setiadi, Y. (2021). The Effect of Location, Promotion, and Price Perception on Clothing Purchase Decisions (Case Study of My Subscriber Store) Bengkulu City. In Journal of Indonesian Management (Vol. 1, Issue 4).

Mochamad Fahri Ardiansyah1, J. K. (2022). THE INFLUENCE OF PROMOTION, PRICE PERCEPTION AND LOCATION ON PURCHASE DECISIONS AT ANGKRINGAN NINETEEN. INDONESIAN MULTI-DISCIPLINARY SCIENTIFIC JOURNAL, 1419-.

Rahma, A. M., Nurcahyono, N., & Sinarasri, A. (2022). Moderating Effects of Institutional Ownership on the Relation Between Capital Structure. International Conference on Business, Accounting, Banking, and Economics, 1, 293–306. https://doi.org/10.2991/978-94-6463-154-8

Roqijah, I., Nugroho, W. S., & Nurcahyono, N. (2022). The Effect of Profitability, Operating cash flow, Economic Value Added and Firm Size on Stock Return. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 12(2), 164. https://doi.org/10.26714/mki.12.2.2022.164-174

Setiawan, A., A.S, R. E. W., & Nurcahyono, N. (2021). Kenaikan anggaran belanja pemerintah selama periode tahun 2015 sampai periode tahun 2019 untuk sektor pembangunan infrastruktur seharusnya berdampak pada meningkatnya proyek yang dikerjakan oleh perusahaan sektor property , real estate , and construction. Jurnal Ekonomi Dan Bisnis STIE Anindyaguna, 3(2), 206–224.

Sukesti, F., & Budiman, M. (2014). The influence halal label and personal religiousity on purchase decision on food products in Indonesia. International Journal of Business, Economics and Law, 4(1), 150-153.

Sulastri, A., & Prasetiyo, B. (n.d.). THE INFLUENCE OF LOCATION AND PROMOTION ON THE DECISION TO BUY A HOUSE IN PD RAHARJA CIMAHI. https://transpublika.co.id/ojs/index.php/Transekonomika

Vian Tri Prasetya, B., & Farida, U. (2023). The Influence of Service Quality, Product Completeness, and Price on Sporting Equipment Purchase Decisions (Case Study of Tukol Sport Ponorogo Consumers) (Vol. 7, Issue 1). http://studentjournal.umpo.ac.id/index.php/isoquant

Downloads

Published

2024-07-27 — Updated on 2024-11-22

Versions

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)

Issue

Vol. 1 No. 2 (2024): 1st Economics and Business International Conference (EBIC)

Section

Articles

Most read articles by the same author(s)

1 2 3 > >>