Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Galu Khotimatul Khusna
dministrasi Bisnis, Fakultas Komunikasi dan Bisnis, Universitas Telkom
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Dunkin’donuts Bandung Galu Khotimatul Khusna; Farah Oktafani
Jurnal Ekonomi, Bisnis & Entrepreneurship Vol. 11 No. 1 (2017): Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Publisher : Pusat Penelitian dan Pengabdian Pada Masyarakat (P3M) STIE Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55208/ex2yty82

Abstract

In order to be competitive a company has to offer good value propotition to the consumers. It is also necessary for company to shape good image on consumers. Dunkin Donuts is one of food and beverages company that is succeed to attract consumers to buy its products using buy 6 get 6 market branding strategy. This research aimed to analyze the impact of promotion mix to the consumers decision for Dunkin Donuts products purchase partially. Quantitative approach was designed to answer the research question. Descriptive causal analysis was used as the method of this research with questionnaire given to Bandung people for data collection. For total 385 responden, nonprobability sampling method was chosen. Data analysis was quantified using simple linear regression method. The results showed that promotion mix has positive impact on consumers decision for dunkin donuts products purchase. It could be seen that t calculated is greater than t table (16,484>1,649) using statistical significance at 0.05. According to the determination coefficient (R2) calculation concluded that the impact value of promotion mix variable on consumers purchase decision was 41.5%. For 58.5% was influenced by other factors which was not included in this research.
Co-Authors Farah Oktafani