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All Journal Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah JURNAL PENDIDIKAN TAMBUSAI Journal of Humanities and Social Studies Journal of Education, Humaniora and Social Sciences (JEHSS) Amwaluna Jurnal Ekonomi dan Keuangan Syariah Jurnal Manajemen dan Bisnis Jurnal Review Pendidikan dan Pengajaran (JRPP) eCo-Buss MEDIA MANAJEMEN JASA Enrichment : Journal of Management GANDRUNG: Jurnal Pengabdian Kepada Masyarakat Insight Management Journal GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Jurnal Manajemen dan Bisnis JURNAL BARUNA HORIZON Economics, Business and Management Science Journal Jurnal Widya Jurnal Bisnis Mahasiswa Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Jurnal Ilmiah Manajemen dan Bisnis (JIMBI) Jurnal Ilmiah Metansi (Manajemen dan Akuntansi) Jurnal Ekonomika Dan Bisnis Proceeding of The International Conference on Economics and Business The International Conference on Education, Social Sciences and Technology (ICESST) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Proceedings of The International Conference on Business and Economics Journal of Public Representative and Society Provision Journal of Artificial Intelligence and Digital Business Jurnal Ilmiah Akuntansi Keuangan dan Bisnis Indo-Fintech Intellectuals: Journal of Economics and Business Journal of Law, Education and Business Journal of Management Accounting, Tax and Production Journal of Innovative and Creativity Journal of Management Education Social Sciences Information and Religion Society J-CEKI
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Journal : GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan

PENGARUH VARIAN MENU, STORE ATMOSHPHERE DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA HISANA FRIED CHIKEN Nasution, Muhammad Ali Makmur; Lubis, Adelina
GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Vol. 11 No. 4 (2025): 2025 Juni
Publisher : Lembaga Kajian Ilmu Sosial dan Politik (LKISPOL)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56015/gjikplp.v11i4.435

Abstract

The purpose of this research is to find out the influence of menu variants on purchasing decisions, to find out the influence of menu variants on purchasing decisions, to find out the influence of digital marketing on purchasing decisions and to find out the influence of menu variants, store atmosphere and digital marketing on Fried purchasing decisions at Hisana Chicken. The population in this study was 100 people who purchased Hisana Fried Chicken Jl Karya, Gg Sehati No. 12. The sample in the research was 100 people obtained using saturated samples. The data collection technique used in this research was carried out by distributing questionnaires. The analysis techniques used in this research are multiple linear regression, partial test (t test), simultaneous significance test (F test) and coefficient of determination. The research results show that menu variants have a positive and significant influence on purchasing decisions, store atmosphere has a positive and significant influence on purchasing decisions, digital marketing has a positive and significant influence on purchasing decisions and menu variants, store atmosphere and digital marketing simultaneously influence Fried purchasing decisions at Hisana Chiken.
Co-Authors Adilla, Syarifah Khalisa Afifah, Roihanah Ahmad Fadli Alfahmi, Fikri ALZIKRI, ALZIKRI Ampun, Grace Analita Febrina Anak Anggiani, Siti Aprinawati, Aprinawati Arifin, Syasyain Audia Junita Aulia Sofiea Putri Barus, Riando Efrata Batubara, Muhammad Taruna Sakti Bhastary, Manda Dwipayahi Dhian Rosalina, Dhian Dina Aulia Effendi , Effendi Ihsan Effendi, Ihsan Fauzi, Fachri Ali Girsang, Melvin Dominic Prapta Haq, Syukria Resti Hutagalung, Gracella Rosnah S Hutapea, Marsela Natalie Ikhwan, Al Izzah, Edsan Faris Kristin, Okta Viani Kuswardani , Retna Astuti Lingga, Rosi Dearan S Lubis, Andi Reza Syahputra Lubis, Nabila Boru Mahyundari, Adha Marpaung , Irvan Irvan Aldi Josua Maulana, Agung Meutia, Riza Fanny Muhammad Husein Murad, Miftahuddin Naibaho, Laura Natalia Nainggolan, Chelsy Nasib Nasution, Muhammad Ali Makmur Nasution, Rizki Fajri Nur Aisyah Nurbani, Kharisma Nurul Wardani Lubis Otovia, Tesya Lola Pandiangan, Raja Satrio Panjaitan, Ariel Immanuel Pardede, Meida Rogati Pardosi, Urbano I.R.S Pratama, Ikbar Putri, Firly Marshanda Rahman Rajagukguk, Lucky Sanjaya Rambe, Barita Jogi Risky Siagian, Annisya Sagala, Bahari Salqaura, Siti Alhamra Sari, Adelina Puspita Sembiring, Olivia Siagian, Larasati Br Siagian, Nielsen Samuel Panahatan Sihaloho, Rebecca Putri Sihombing, Chardo Silaban, Doni Enriko Simanungkalit, Nurul Amalyiah Simarmata, Rojelita Catrina Sinaga, Lilis Elita Sinaga, Yohana Br Siregar , Muhammad Akbar Siregar, Doly Siregar, Muhammad Akbar Siti Anggiani Syahvira Sitompul, Reginawati Sitorus, Lasria Situmorang, Hezron Apriadi Situngkir, Jenni br Sukma, Sabrina Theresia Syahbudin, Jafar Syahreza, Dina Sarah T Teviana Tambunan, Indah Permatasari Telaumbanua, Rizky Idaman Tobing, Fitriani Togatorop, Rey Septanislaus Tohap Parulian Wulandari, Artika Yolanda, Natasyah Yudha Maulana Putra Yudha Pratesta, Oxy Yusniar Lubis Zul Azmi Mutahajjid Zulyadi, Rizkan