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Wasis Prianto
Universitas Pamulang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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EFEKTIVITAS ATAS KEPUTUSAN PEMBELIAN KONSUMEN PADA J.CO DONUTS FORESTA BSD TANGERANG Rissa Hanny; Wasis Prianto
Jurnal Apresiasi Ekonomi Vol 11, No 2 (2023)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v11i2.647

Abstract

Consumers demand a product that matches their wants, price, service, lifestyle, and needs. This causes companies to experience intense competition due to the increasingly complex demands of consumer desires. This research examines explicitly consumer perceptions regarding the effectiveness of purchasing decisions at J.Co Donuts Foresta Tangerang. This research is a type of causality with a quantitative approach to analysis. The research population is consumers from J.Co Donuts Foresta BSD Tangerang with a sample of 93 respondents using Slovin's calculations. The analysis technique uses multivariate analysis with multiple linear regression techniques. The study results show that promotions and services significantly affect consumer purchasing decisions of J.Co Donuts Foresta BSD Tangerang with positive direction regression coefficients both simultaneously and partially. The effectiveness of consumer purchasing decisions J.Co Donuts Foresta BSD Tangerang only contributes 26.5 percent based on Promotion and Service factors.
Co-Authors Rissa Hanny