Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Aufa Nakia Chayyu Ashiil
STIEPARI Semarang
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Efektivitas Promosi dan Keragaman Produk terhadap Keputusan Pembelian Konsumen Aufa Nakia Chayyu Ashiil; Idah Kusuma Dewi
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i2.9773

Abstract

This study aims to analyze the influence of promotion and product diversity on consumers’ purchasing decisions at the culinary business Lika Liku Semarang. Increasingly intense competition in the culinary industry requires business actors to develop effective marketing strategies. The research employs a quantitative approach, with data collected through questionnaires distributed to consumers of Lika Liku Semarang. Data analysis was conducted using multiple linear regression to examine the effects of the independent variables on the dependent variable. The results indicate that promotion has a positive and significant effect on purchasing decisions. Meanwhile, product diversity does not have a significant effect on purchasing decisions. However, simultaneously, both variables have a significant influence on purchasing decisions. These findings suggest that promotional strategies are the dominant factor in driving consumers’ purchasing decisions, while product diversity functions as a supporting factor that complements the attractiveness of promotion.
Co-Authors Idah Kusuma Dewi