MINAT BELI MEMEDIASI PRICE BUNDLING DAN PRODUCT BUNDLING TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI KOTA MADIUN

Sisca Aulia Luvita, Hendra Setiawan

Abstract


The aim of this research is to provide empirical evidence that buying interest mediates price bundling and product bundling on purchasing decisions of Kopi Kenangan in Madiun City. The research method used in this research is quantitative using a sample of 384 respondents. The research results show that (1) partially there is a significant influence of the price bundling and product bundling variables on purchasing decisions (2) partially there is a significant influence of the price bundling variable and the product bundling variable on purchasing interest, (3) the purchasing interest variable has a significant influence on purchasing decisions, (4) purchasing interest is able to become a mediating variable between price bundling and purchasing decisions, (5) purchasing interest is able to become a mediating variable between product bundling and purchasing decisions Kopi Kenangan in Madiun City.

Keywords: Price Bundling, Product Bundling, Purchase Decision, Purchase Interest

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