ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP PRODUK MAKANAN COKRO TELA CAKE

Abstract

ABSTRACT

The study entitled "Analysis of Factors Affecting Consumer Purchase Decisions on Cokro Tela Cake Food Products" aims to determine the influence of factors that influence consumer purchasing decisions on food products at Cokro Tela Cake in Pringgokusuman Village, Yogyakarta City.
This study found in the product variable there is a probability value of 0.535> 0.05 and with a calculated t value of 0.624 smaller than the value of t table 1.99, it can be concluded that the product does not significantly influence the decision of consumers in buying products, the price variable has a value probability of 0.001 <0.05 and with a value of t count of 3.419 greater than the value of t table 1.99, it can be concluded that prices significantly influence the decision of consumers to buy products, in place variables there is a probability value of 0.062> 0.05 and with the value of t count amounting to 1.896 smaller than the value of t table 1.99, it can be concluded that the place does not significantly influence the decision of consumers to buy products, and in the promotion variable there is a probability value of 0.029 <0.05, and with a t value of 2.240 greater of the value of t table 1.99, it can be concluded that the promotion is new h significantly to consumer decisions.

Keywords: product, price, place, promotion, purchase decision