INFLUENCE QUALITY PRODUCT, PRICE, PROMOTION AND FLAVOR VARIANTS ON PURCHASE DECISIONS OF KANZLER NUGGETS

Abstract

Abstract
This study aims to determine the effect of product quality, price, promotion, and flavor variants on purchasing decisions of Kanzler nuggets in Madiun City. This study uses a quantitative approach with a survey method. The sample in this study amounted to 384 respondents who were consumers of Kanzler nuggets in Madiun City. The data collection technique was carried out by distributing questionnaires, then analyzed using multiple linear regression with the help of the SPSS program. The independent variables in this study consist of product quality (X1), price (X2), promotion (X3), and flavor variants (X4), while the dependent variable is the purchase decision (Y). The results of the study indicate that simultaneously the four independent variables have a significant effect on the purchase decision. Partially, each variable, namely product quality, price, promotion, and flavor variants also has a positive and significant effect on the purchase decision. This indicates that a holistic marketing strategy that emphasizes quality, appropriate prices, effective promotions, and innovation in flavor variants, can increase consumer purchasing decisions. This study provides important implications for processed food business actors in designing marketing strategies that are oriented towards the needs and preferences of local consumers.
Keywords : Product Quality, Price, Promotion, Flavor Variants, Purchase Decision, Kanzler Nuggets.