PENGARUH VARIASI MENU, HARGA, DAN PROMOSI MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BOMBOLONI (Studi di Virous Bombolone & Donuts Sidoarjo)

Firdaus, Jessica Elizabeth
Cahya, Septyan Budy

Jurnal Pendidikan Tata Niaga (JPTN)
Vol. 12 No. 3 (2024)

This study aims to analyze and explain the influence of menu variations, prices, and promotions through Instagram on the purchase decision of bomboloni consumers at Virous Bombolone & Donuts Sidoarjo. The research method used is a quantitative method. This research was conducted on Jalan Pecantingan No. 70, Sekardangan, Sidoarjo. The subjects in this study were consumers who had bought bomboloni at Virous Bombolone & Donuts Sidoarjo with a total of 100 respondents. The data collection techniques used are questionnaires and interviews. This study uses a classical assumption test which is then tested using a multiple linear regression test. The results of this study show that simultaneously, there is a significant influence of menu variations, prices, and promotions on the purchase decision of bomboloni consumers at Virous Bombolone & Donuts Sidoarjo. However, partially, there was no significant influence of menu variations on the purchase decision of bomboloni consumers at Virous Bombolone & Donuts Sidoarjo, while for the price and promotion variables of each of these variables, the results were obtained that there was a partial significant influence of price and promotion through Instagram on the purchase decision of bomboloni consumers at Virous Bombolone & Donuts Sidoarjo. So from the results of the research, Virous Bombolone & Donuts Sidoarjo needs to build a better communication relationship with consumers and provide stimulus to consumers to increase bomboloni purchase decisions at Virous Bombolone & Donuts Sidoarjo by providing a good impression or experience for consumers.