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All Journal VISA: Journal of Vision and Ideas
Harahap, Pitri Jamilah
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Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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Pengaruh Keragaman Menu dan Promosi terhadap Keputusan Pembelian Produk Makanan Wina Kitchen di Kampung Wonosari, Jln. Aek Paing Bawah II, Kec. Rantau Utara Harahap, Pitri Jamilah; Ulya, Basyarul; Sukmal, Jeni
VISA: Journal of Vision and Ideas Vol. 5 No. 3 (2025): Journal of Vision and Ideas (VISA)
Publisher : IAI Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/visa.v5i3.7774

Abstract

This research aims to analyze the influence of menu diversity and promotions on purchasing decisions for food products at Wina Kitchen, which is located in Kampung Wonosari, Jln. Aek Paing Bawah II, North Rantau District. The background to this research is the importance of culinary business strategy in facing increasingly fierce competition, especially through menu innovation and effective promotional approaches. The research method used is a quantitative approach with data collection techniques through surveys of Wina Kitchen consumers. The research results show that menu diversity has a significant influence on purchasing decisions, because consumers tend to choose eating places that offer various choices according to their preferences. Apart from that, promotions also play an important role in encouraging purchasing decisions, especially through social media and discounts that attract customer attention. The combination of the two creates a significant positive impact on consumer interest and loyalty. In conclusion, both menu diversity and promotions are key factors that must be managed strategically to increase purchasing decisions at Wina Kitchen. It is hoped that this research will provide an overview for culinary business actors regarding the importance of product innovation and marketing strategies that focus on customer needs.
Co-Authors Basyarul Ulya Sukmal, Jeni