Pengaruh Citra Merek, Inovasi Produk, Lokasi dan Cita Rasa Terhadap Keputusan Pembelian Jajanan di UD Dian Coklat Papar

Authors

  • Indriyana Zunitha Universitas Islam Kadiri
  • Baju Pramutoko Universitas Islam Kadiri
  • Dadang Afrianto Universitas Islam Kadiri

DOI:

https://doi.org/10.59603/niantanasikka.v1i6.143

Keywords:

Brand image, product innovation, location, taste, purchasing decision

Abstract

This research aims to investigate the influence of brand image (X1), product innovation (X2), location (X3), and taste (X4) variables on purchasing decisions (Y) for snacks at UD Dian Coklat Papar. This is a quantitative research study. Data collection techniques include primary data and secondary data. Sample selection was done using the accidental sampling metho, with a total 100 respondents from UD Dian Coklat Papar. Date for this research were collected through questionnaires, interviewews, and literature review. The analysis used in this study include validity test, Reliability test, classic assumption test, multiple linear regression analiysis, t-test, f0test, and coefficient of determination test. The results of the research obtained the multiple linear regression equation Y= 1.522 + 0.239X1 + 0.222X2 + 0.241X3+0.241X4 and the t-test results of the brand image variable had a partially significant effect on purchasing decisions with a sig result of 0.033 < 0.05.  Product innovation has a partially significant effect on purchasing decisions, with a sig value.  0.024 > 0.05.  location has a partially significant effect on purchasing decisions, with the resulting sig.  0.020 > 0.05.  Taste has a partially significant effect on purchasing decisions, with a sig.  0.026 > 0.05.  The F test results obtained Fcount results with a significance value of 0.000 < 0.05.  From the results of the analysis it can be concluded that brand image, product innovation, location and taste image simultaneously and significantly influence purchasing decisions for snacks at UD Dian Coklat explained.

References

Amilia, Suri & M. Oloan Asmara Nst. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusam Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen dan Keuangan, Vol 6, No 1.

Chynthia & Hendra, (2014), Pengaruh Orientasi Kewirausahaan, Inovasi Produk, Dan Keunggulan Bersaing, Terhadap Kinerja Pemasaran Usaha Nasi kuning. Di Kota Manado, Jurnal Riset Ekonomi, Manajemen, Bisnis, dan Ekonomi, vol 2 No. 3.

Clow, Kenneth E and Donald Baack. (2018). Integrated advertising, promotion, and marketing communications. United kingdom : Pearson

Fandy Tjiptono. 2015. Strategi Pemasaran, Edisi 4, Andi Offset, Yogyakarta.

Kotler, Phillip dan Kevin Lane Keller.(2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2.Jakarta: PT. Indeks.

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Published

2023-10-06

How to Cite

Indriyana Zunitha, Baju Pramutoko, & Dadang Afrianto. (2023). Pengaruh Citra Merek, Inovasi Produk, Lokasi dan Cita Rasa Terhadap Keputusan Pembelian Jajanan di UD Dian Coklat Papar. Nian Tana Sikka : Jurnal ilmiah Mahasiswa, 1(6), 100–110. https://doi.org/10.59603/niantanasikka.v1i6.143

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