PENGARUH INOVASI PRODUK, CITRA MEREK, PROMOSI, DISKON TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN MADIUN

Abstract

Kopi Kenangan is a coffee shop company that is developing coffee beverage products in Indonesia and Kopi Kenangan is one of the coffee shops that is involved in the coffee business in Madiun. The purpose of this study is to provide partial evidence on purchasing decisions that are influenced by product innovation, brand image, promotions and discounts for Kopi Kenangan consumers in Madiun City.This study uses a quantitative approach with a purposive sampling technique. The research population is Kopi Kenangan consumers. The research method uses the Lameshow formula, 384 respondents. Purposive Sampling technique. The research was conducted based on the results of observations indicating that there is a problem in purchasing decisions that are influenced by product innovation, brand image, promotions, and discounts for Kopi Kenangan consumers in Madiun City.The results of the study prove that the partial test of Product Innovation and Brand Image does not significantly influence Purchasing Decisions, Promotions and Discounts have a significant effect on Purchasing Decisions