MUHAMMAD RIZKY, NPM 2101100203 (2025) DETERMINASI KEPUTUSAN PEMBELIAN KONSUMEN PADA USAHA KULINER DI FOOD COURT. Tugas_Akhir (Artikel) JURNAL BISNIS MAHASISWA, 5 (4). pp. 1642-1656. ISSN 2807-2219 (e-ISSN)
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Abstract
Penelitian ini bertujuan menguji pengaruh harga, lokasi, promosi digital, dan lingkungan fisik terhadap keputusan pembelian pelanggan Ben’z Café Resto Food Court Rantauprapat. Metode penelitian yang digunakan adalah kuantitatif dengan populasi pelanggan dan sampel sebanyak 96 responden yang ditentukan menggunakan rumus Lemeshow. Data dikumpulkan melalui observasi, dokumentasi, dan kuesioner skala Likert. Analisis data dilakukan dengan uji asumsi, validitas, reliabilitas, dan regresi linier berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa secara parsial, promosi digital, lingkungan fisik, lokasi, dan harga masing-masing berpengaruh signifikan dan positif terhadap keputusan pembelian. Secara simultan, keempat variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian pelanggan Ben’z Café Resto. Temuan ini memberikan gambaran penting bagi pengelola dalam mengoptimalkan strategi pemasaran untuk meningkatkan keputusan pembelian pelanggan. Kata Kunci: Promosi Digital, Lingkungan Fisik, Lokasi, Harga, Keputusan Pembelian ================================================================================================== This study aims to examine the influence of price, location, digital promotion, and physical environment on purchasing decisions at Ben’z Café Resto Food Court Rantauprapat. The research uses a quantitative method with a population of customers and a sample of 96 respondents determined by the Lemeshow formula. Data were collected through observation, documentation, and Likert-scale questionnaires. Data analysis involved assumption testing, validity, reliability, and multiple linear regression using SPSS. The results show that individually, digital promotion, physical environment, location, and price each have a significant and positive effect on purchasing decisions. Simultaneously, these four variables also significantly influence customers’ purchasing decisions at Ben’z Café Resto. These findings provide valuable insights for management to optimize marketing strategies and enhance customer purchasing behavior. Keywords: Digital Promotion, Physical Environment, Location, Price, Purchase Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Promosi Digital, Lingkungan Fisik, Lokasi, Harga, Keputusan Pembelian================Digital Promotion, Physical Environment, Location, Price, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 30 Jul 2025 08:01 |
| Last Modified: | 30 Jul 2025 08:01 |
| URI: | http://repository.ulb.ac.id/id/eprint/1609 |
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