Journal of Management, Economic, and Accounting
Vol. 5 No. 1 (2026): January

The Influence Of Pricing Strategy And Product Strategy On Coffee Purchasing Decisions At Padang Pagun Lahat Home Coffee Business

Mahendra, Oka (Unknown)
Eduar , Rudi (Unknown)
Hestin, Hestin (Unknown)

Article Info

Publish Date
08 Jan 2026

Abstract

This study aims to determine how pricing strategy and product strategy partially and simultaneously influence coffee purchasing decisions at the Rumah Padang Pagun Coffee Shop in Lahat. The sample size for this study was 60 respondents. The sampling method used was incidental sampling. The results showed a significant effect between pricing strategy and coffee purchasing decisions at the Rumah Padang Pagun Coffee Shop in Lahat. There was also a significant effect between product strategy and the competitiveness of coffee products at the Kiro Coffee Shop in Lahat. The F-test showed that pricing strategy and product strategy simultaneously influenced coffee purchasing decisions at the Rumah Padang Pagun Coffee Shop in Lahat.

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Journal Info
Journal of Management, Economic, and Accounting
Website

Abbrev

JMEA

Publisher

Universitas Dehasen Bengkulu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Journal of Management, Economic, and Accounting is a peer-reviewed journal. JMEA invites academics and researchers who do original research in the fields of economics, management, and accounting, including but not limited to: Management Science Marketing Financial management Human Resource ...