THE INFLUENCE OF MENU VARIATION, LOCATION, AND E-PROMOTION ON PURCHASE DECISION

Dimas Awal Fandulu, Heny Sidanti, Wiwin Juliyanti

Abstract


This research aims to analyze the influence of Menu Variety, Location, and E-Promotion on Purchase Decisions at Teko Play Caruban. The background of this study is based on the rapid growth of the coffee shop industry in Madiun Regency, particularly in Caruban, which has intensified competition among business players. To remain competitive, business owners need to optimize marketing strategies, including offering a diverse menu, choosing a strategic location, and implementing engaging digital promotions. This study employs a quantitative approach using a survey method with 384 respondents who are consumers of Teko Play Caruban. The sampling technique applied is purposive sampling, and data collection was carried out through a Google Form questionnaire. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 25. The results of the study indicate that (1) Menu Variety has a positive and significant effect on Purchase Decisions, (2) Location has a positive and significant effect on Purchase Decisions, (3) E-Promotion has a positive and significant effect on Purchase Decisions, and (4) Menu Variety, Location, and E-Promotion simultaneously have a positive and significant effect on Purchase Decisions at Teko Play Caruban.

Keywords: Menu Variety, Location, E-Promotion, Purchase Decisions

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