The Impact of Price, Product Variation, and Digital Marketing on Purchasing Decisions at Cilok Umi Asih Business
DOI:
https://doi.org/10.29407/g2bcx292Abstract
Abstract
Research aim : The goal of this study is to ascertain and examine the ways in which price, product variety, and digital marketing affect consumers' decisions to buy at Usaha Cilok Umi Asih, either partially or simultaneously.
Design/Methode/Approach : utilizing a quantitative explanatory method. Customers of Cilok Umi Asih were part of the study population. Purposive sampling was used to choose a sample of 40 respondents based on the following criteria: (1) was at least 17 years old, and (2) had made at least one purchase of Cilok Umi Asih items. A Likert scale-based questionnaire was used to gather primary data, and multiple linear regression was used for analysis.
Research Finding : The results show that price and product variation have a significant effect on purchasing decisions at Umi Asih Cilok Business. Meanwhile, digital marketing does not have a significant effect on purchasing decisions.
Theoretical contribution/Originality : Enriching the literature on marketing management, particularly in the context of micro-scale traditional culinary businesses, which is still relatively limited.
Practitionel/Policy implication : This research can serve as a basis for managerial decision-making for the owner of Cilok Umi Asih to prioritize competitive pricing strategies and evaluate and adjust product variations to better suit consumer needs and preferences, accompanied by the optimization of digital marketing to support promotion.
Research limitation : The study's findings could not be extensively applied due to the comparatively small sample size and the research's narrow emphasis on a single company.
Keywords : price; product variation; digital marketing; purchasing decisions.
Keywords:
pricing, product variation, digital marketing, purchasing decisionsDownloads
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