Proceedings of The International Conference on Business and Economics
Vol. 1 No. 1 (2023): Proceeding of The International Conference on Business and Economics

THE INFLUENCE OF AUDITORY AND VISUAL PRODUCTS ON CONSUMER PURCHASE DECISIONS (Study on Consumers of Local Coffee Shop in Semilir Semarang)

Imam Gozali (Diponegoro University)
Fira Salsabila Zahroh (Jenderal Soedirman University)

Article Info

Publish Date
23 Dec 2022

Abstract

This study aims to determine the effect of auditory and visual products on consumer purchasing decisions at local coffee shops in Semilir Semarang in 2021. The data in this study are primary data from questionnaires with 100 respondents at local coffee shops in Semilir Semarang, using accidental sampling. The analytical tool used is Multiple Linear Regression analysis. The results of the study show that Auditory and Visual Products have a significant positive effect on consumer purchasing decisions.

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Journal Info
Proceedings of The International Conference on Business and Economics
Website

Abbrev

icbe-untagsmg

Publisher

Universitas 17 Agustus 1945 Semarang

Subject

Decision Sciences, Operations Research & Management

Description

Management research (such as Marketing Management, Financial Management, HR Management, Operations/Production Management, Business Management, etc.) and/or Entrepreneurship as knowledge development Tourism research (hospitality, hotels and restaurants, tourist destinations, tourism development, tour ...