PENGARUH HARGA DAN PROMOSI TERHADAP MINAT PEMBELIAN PRODUK ES TEH INDONESIA DI KALANGAN MAHASISWA FAKULTAS EKONOMIKA DAN BISNIS UNESA

Tyana, Renata Salsabila
Cahya, Septyan Budy

Jurnal Pendidikan Tata Niaga (JPTN)
Vol. 13 No. 1 (2025)

This study aims to determine the effect of price and promotion on the purchase interest of Indonesian iced tea products among students of the Faculty of Economics and Business, Unesa. This study is a descriptive quantitative study with a sample of 92 students of the Faculty of Economics and Business, Surabaya State University. Sampling used a simple random sampling technique. The data analysis technique uses multiple linear regression. The results of the study explain that partially one of the variables does not affect the independent variable, namely the price variable (X1), while the promotion variable affects purchase interest. And the results of the study explain that simultaneously there is an influence of price and promotion on purchase interest in Indonesian iced tea products.