Pangaruh Inovasi Produk, Citra Merek dan Promosi terhadap Keputusan Pembelian pada Tenant Angkringan Angkaba di Kantin Universitas Inaba

Bunga Sri Apriyani
Nurul Aulia Putri
Priska Nuraulia
Windi Widianti
Zamzam Zikri Rahmani
Erna Herlinawati

Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Vol. 4 No. 3 (2026): Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis

This study is about the Angkringan Angkaba at INABA University in Bandung. It looks at how new products, the image of the Angkringan Angkaba and promotions affect what people buy there. The food and drink business is very competitive on campus so the Angkringan Angkaba needs to do things to stay ahead. The study used numbers to understand the problem. It asked questions to students who buy food at the Angkringan Angkaba. The students were chosen because they are customers of the Angkringan Angkaba. The study found that new products, the image of the Angkringan Angkaba and promotions all help people decide what to buy. The study showed that promotions are the important thing that makes students want to buy food at the Angkringan Angkaba. The study also found that sixty one percent of what people buy is because of the Angkringan Angkabas new products, image and promotions. The other thirty nine percent is because of things that the study did not look at. So the people in charge of the Angkringan Angkaba should make sure they have different products, a brand that people trust and they should advertise on social media. This will help the Angkringan Angkaba have customers every day. The Angkringan Angkaba should do all these things to keep selling food to students at INABA University, in Bandung.