THE EFFECT OF PRODUCT VARIANTS, MARKETING CONTENT, AND PERSONAL SELLING ON CONSUMER BUYING INTEREST AT PENDEKAR COFFEE OUTLETS IN MADIUN CITY

Amelia Putri Afianti, Hari Purwanto

Abstract


This study aims to examine the influence of Product Variations, Content Marketing, and Personal Selling on Consumer Purchase Intention at Gerai Kopi Pendekar in Madiun City. The research employs a quantitative approach using a survey method through questionnaires distributed to 384 respondents. Data were analyzed using multiple linear regression to determine the partial effect of each variable on Purchase Intention. The findings indicate that Product Variations, Content Marketing, and Personal Selling all have a positive and significant effect on Purchase Intention. Among these, Product Variations emerge as the most dominant factor. These results support the Theory of Planned Behavior (TPB), which states that an individual’s intention to perform a behavior, such as purchasing, is influenced by attitudes, subjective norms, and perceived behavioral control. Furthermore, this study provides practical contributions for UMKM, particularly mobile coffee businesses, to optimize digital marketing strategies and personal approaches in enhancing consumer purchase intention

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