Vol 8 (2023): June (in progress)
Business and Economics

The Influence of Marketing Communication Prices and Warung Image on Coffee Purchase Decisions at Warung
Pengaruh Harga Komunikasi Pemasaran dan Citra Warung Terhadap Keputusan Pembelian Kopi di Warung


Ircham Arief Ramadhan
Universitas Muhammadiyah Sidoarjo, Indonesia
Misti Hariasih
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Published June 26, 2023
Keywords
  • Price,
  • Marketing Communication,
  • Shop Image,
  • Purchasing Decisions
How to Cite
Ramadhan, I. A., & Hariasih , M. (2023). The Influence of Marketing Communication Prices and Warung Image on Coffee Purchase Decisions at Warung. Academia Open, 8, 10.21070/acopen.8.2023.3849. https://doi.org/10.21070/acopen.8.2023.3849

Abstract

The purpose of this study was to determine the effect of price, marketing communication and shop image partially and simultaneously on the Coffee Purchase Decision at Warung WAKU "Warung Ku". The research method used is a quantitative approach with questionnaire data collection techniques distributed to 100 respondents. Respondents were taken based on one of the non-probability sampling techniques, namely incidental sampling to test validity, reliability, classical assumptions, multiple linear regression, partial tests, simultaneous tests, multiple correlation coefficient tests and multiple determination tests. The results of the simultaneous test show that price, marketing communication and shop image have a simultaneous influence on coffee purchasing decisions and the partial test shows price, marketing communication and shop image partially on coffee purchasing decisions at WAKU "warung ku" stalls and warung image shows a significant effect.

Downloads

Download data is not yet available.

References

  1. Kartika, R. P., Aryati, I., & Widayanti, R. (2019). Pengaruh Brand Image, Gaya Hidup, Dan Lokasi Terhadap Keputusan Pembelian Café Tiga Tjeret Di Surakarta. Jurnal Ilmiah Edunomika, 3(01).
  2. Rini, E. S. (2013). Peran pengembangan produk dalam meningkatkan penjualan. Jurnal Ekonomi. Vol. 16 No. 1 , 31-32
  3. Kotler & Keller. (2008). Manajemen Pemasaran (13th ed.). Jakarta: Erlangga.
  4. Budiman, R. (2013). Kebijakan Publik: Membangun Pelayanan Publik Yang Responsif. Bandung: Hakim Publsihing.
  5. Triyanto, J. (2006). Analisis pengaruh penampilan fisik produk, harga, dan citra warung terhadap keputusan pembelian bakso pasca isu formalin (studi pada konsumen bakso di kecamatan Sukoharjo). Skripsi. Surakarta: Universitas Sebelas Maret
  6. Putri, A. L., & Ferdinand, A. T. (2016). Analisis Pengaruh Citra Toko Dan Harga Kompetitif Terhadap Keputusan Pembelian Pada Toko HA Laury di Semarang. Diponegoro Journal of Management, 5(3), 852–864.
  7. Katarika, D. M., & Syahputra, S. (2017). Pengaruh Store Atmosphere Terhadap Keputusan Pembelian Pada Coffee Shop Di Bandung. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, Dan Bisnis, 1(2), 162–171.
  8. Sugiyono. (2018). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R dan D. Bandung: Alfabeta.
  9. Ghozali. (2018). Aplikasi Analisis Multivariat Dengan Program IMB SPSS 25 (9th ed.). Semarang: Badan Penerbit Universitas Diponegoro.
  10. Khumairo, K., Lukiana, N., & Kasim, K. T. (2018). Pengaruh Citra Merek Dan Harga Terhadap Keputusan Pembelian Kopi Kapal Api Di Lumajang. Journal Progress Conference, 1(1), 262–270.
  11. Angellia, Filda dan Mayang Riyantie. (2020). Strategi Komunikasi Pemasaran Kopi Melalui Digitalpreneur Studi Kasus Pada CV. Putri Cahaya Cemerlang (Kopi Oncak). Vol 1 No 1 (2020). Jurnal Sistem Informasi Bisnis (JUNSIBI). Institut Bisnis dan Informatika Kosgoro.
  12. Rahma, A. (2018). Event Sebagai Salah Satu Bentuk Strategi Komunikasi Pemasaran Produk Fashion Nasional (Event Tahunan Jakcloth). Nyimak: Journal of Communication, 1(2), 149–169.
  13. Umar, H. (2014). Metodologi Penelitan Untuk Skripsi dan Tesis Bisnis. Jakarta: Rajawali pers, 1(2), 67–78.