PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSN PEMBELIAN PADA KAF FRIED CHICKEN

THE INFLUENCE OF PRICES AND PROMOTIONS ON PURCHASING DECISIONS AT KAF FRIED CHICKEN
Bagus Nur Afian1, Eko Handayanto, Dr., M.M.2, Novi Puji Lestari, SE., MM.3
1,2,3Management Department, Universitas Muhammadiyah Malang, Indonesia
Corresponding E-mail: [email protected]
This study aims to analyze the influence of price and promotion on consumer purchasing decisions at KAF Fried Chicken. This study used a quantitative approach by distributing questionnaires to 100 respondents, who were KAF Fried Chicken consumers. The collected data were analyzed using multiple regression analysis to test the research hypotheses. The results showed that both price (X1) and promotion (X2) partially had a significant influence on purchasing decisions (Y). Simultaneously, price and promotion also significantly influenced purchasing decisions. These findings indicate that competitive pricing considerations and effective promotional strategies are crucial in driving consumer purchasing decisions at KAF Fried Chicken. The practical implication of this study is the need for KAF Fried Chicken to continuously monitor and adjust its pricing policy and optimize its promotional strategy to attract and retain consumers.