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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Efektor JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS JAIM (Jurnal Abdi Masyarakat) Jurnal ABDINUS : Jurnal Pengabdian Nusantara Jurnal Abdimas Akademika Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMAK) KIC SENMEA Prosiding Simposium Nasional Manajemen dan Bisnis
Ema Nurzainul Hakimah, Ema Nurzainul
Universitas Nusantara PGRI Kediri
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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The Effect Of Price, Product Variation, And Promotion On Purchase Decisions At Niky Cokelat Kediri Danaraja, Riestu; Damayanti, Susi; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/fgqn4x82

Abstract

Research aim :This study examines the influence of price, product variation, and promotion on purchases of UMKM Niky Cokelat Kediri. Design/Method/Approach :This study uses causal quantitative descriptive research. Sampling was done purposively. This study involved 40 customers of UMKM Niky Cokelat Kediri. This study uses SPSS 25 to measure it. Research Findings :The t-test shows that price, product variety, and promotion partially affect purchasing decisions. The F-test shows that price, product variety, and promotion simultaneously affect purchasing decisions. Theoretical contribution/Originality :UMKM Niky Cokelat Kediri must use methods such as competitive prices, a variety of goods according to needs, and attractive promotions such as discounts or loyalty programs so that its appeal is greater. Practitionel/Policy implications :UMKM Niky Cokelat Kediri, is advised to continue to improve purchasing decisions on several factors such as price, by providing discounts and special offers. Product variation factors, by creating product variants and designs according to needs. And for the promotion factor by promoting through social media, such as using digital platforms. Research limitations:This study shows that additional characteristics influence purchasing decisions, which can be used to improve future studies.
Co-Authors Adam Indrasto Ade Lina Adika Desi Setyani Aini, Silvi Nur Alfan Nurohman Alfina Wulandari Aliami, Sri Alif Okky Fadilah Anggella Ayu Anggraini Anggoro Bekti Sumarsono Anggraini Kusmaningrum Annisa, Aulia Arma Dwi Fatimah Arti Melysiani Putri Ayu Indra Setya Dewi Azuma Zundana Bambang Agus Sumantri, Bambang Agus Basthoumi Muslih Bella Margareta Cahyaning Dina Arum Choirul Mahbubah Clara Permata Shinta Danaraja, Riestu Davis Chusaini Santoso Dea Millennia Jovanna Devi Fitriyasari Dian Kusumaningtyas, Dian Edy Djoko Edy Santoso Eko Jian Romadhon Erina Ayu Dwi Nuriadi Fatiha, Chandra Dwi Fauji, Diah Ayu septi Fauzi, Diah Ayu Septi Fina Nur Hayati GESTY ERNESTIVITA Ghinareeshma Drana Yuningpra Hamida, Sakiya Salma Handika Sofianzah Iskandana, Nevia Cahyaning Dewi ISMAYANTIKA DYAH PUSPASARI, ISMAYANTIKA DYAH Itot Bian Raharjo Karisma Apriliani Kholila, Nova Nor Kuherawati, Jelvi Tri Kurniawan, Rony Lestari, Ayu Dwi Linda Dwi Mustikasari Liya Widia Ningsih Luki Ayu Kusumaningsih M. Fajar Agel Prakoso Mahardika Putri Stevany Mahdun Rahmad Moch. Wahyu Widodo Mohamad Nurhuda Mohammad Fadil Muhamad Nurcholis Mukamad Iqbal Mahendra Nanda Afifatul Aziziyah Nanda Gorgeous Waradhika Nandha Febriyana Andini Niken Trisma Widya Maharani Nikken putri octapia Tahammy Novanzah, Tria Paramitha, Dyah Piki Data Surya Mahendra Pingit Sukmantianing Diah Poniran Yudho Leksono RESTIN MEILINA Restyono, Teddy Rika Putri Rahmawati Rino Sardanto Rino Sardanto Rosha Yunita Tri Marbella Samari Samari Samari, Samari Sapta Andaruisworo Sari, Sheyla Intan Purnama Sasongko, M. Zuhdi Septia Indri Saputri Sigit Ratnanto Sigit Wisnu Setya Bhirawa Sri Aliami Subagyo Subagyo Subagyo, Subagyo Suhendro Suhendro Susi Damayanti, Susi Syaida, Tridia Ayun Taufik Rianto Titin Andriani Vicky Eka Bhakti Viona Reza Binta Daniella Yeni Aprilia Oktaviani Yola Ayu Fidianingsih Yuliana Sari Yusiana Ana Zulistiani Zulistiani Zulistiani, Zulistiani Zulistiani, Zulistiani Zunaidah, Farida Nurlaila