Jurnal Ilmiah Niagara
Vol 17 No 1 (2025): Vol.17 No 1, Juni 2025: Jurnah Ilmiah Niagara

PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN DONAT MADU CIHANJUANG PANDEGLANG

Damayanti, Septiana (Unknown)
Mulyani, Ipah (Unknown)

Article Info

Publish Date
11 Jul 2025

Abstract

Donuts are a prevalent snack in Indonesia, with various establishments offering a range of products. Donat Madu Cihanjuang Pandeglang is a notable donut shop in Pandeglang that specializes in producing donuts with diverse variations. This study investigates the relationship between price and purchasing decisions among consumers of Donat Madu Cihanjuang Pandeglang. A quantitative survey approach was employed, utilizing both primary and secondary data. A sample of 97 respondents was selected using purposive sampling technique. Data collection was facilitated through questionnaires, and descriptive analysis was conducted to examine the data. The findings reveal a positive and significant correlation between price and purchasing decisions, suggesting that price plays a crucial role in influencing consumer behavior.

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Journal Info
Jurnal Ilmiah Niagara
Website

Abbrev

niagara

Publisher

Sekolah Tinggi Ilmu Administrasi Banten

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Description

The Scientific Journal of NIAGARA has reviewed and assessed the practice of public administration and Commerce Administration at the local, regional, national and international levels which are directed at managing the development process in low- and middle-income countries. It pays special ...