PENGARUH INOVASI PRODUK, BRAND AWARENESS, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN RUMAH MAKAN AYAM GORENG BUDEE KOTA MALANG

The purpose of this study is to determine the partial and simultaneous effects of product innovation, brand awareness, and promotion on consumer purchase decisions at Ayam Goreng Budee Restaurant in Malang City. This research is categorized as explanatory research. The sample consisted of 100 respondents, who were consumers that had previously made purchases at Ayam Goreng Budee. The sampling technique used in this study was accidental sampling. Data sources were obtained from both primary data (through observation, interviews, and questionnaire distribution) and secondary data. The data analysis technique employed was multiple linear regression analysis using SPSS Statistics version 25. The results of the study indicate that product innovation, brand awareness, and promotion have a positive and significant effect, both partially and simultaneously, on consumer purchase decisions. Among these variables, product innovation was found to have the most dominant influence on purchase decisions.