Panjaitan, Erika M. (2024) Pengaruh Variasi Menu terhadap Keputusan Pembelian pada Usaha KiraKira Cafe di Kabupaten Bengkalis. Undergraduate thesis, Politeknik Negeri Bengkalis.
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Abstract
The cafe business is currently experiencing quite high growth in recent years. The significant increase in the number of cafes certainly triggers very strong competition. This research aims to analyze the factors that encourage consumers to make repeat purchases amidst intense cafe competition. The problem in this research is how menu variations influence consumer purchasing decisions. The objects in this research are customers or consumers of KiraKira Cafe with a sample of 100 people. The type of research used in this research is associative research by distributing questionnaires to 100 respondents using a non-probability sampling method with purposive sampling. The test results show that menu variations have a positive and significant effect on purchasing decisions at KiraKira Cafe, meaning that the menu variation variable is one of the variables that can be used to measure purchasing decisions at KiraKira Cafe. The coefficient of determination (KD) is 0.654 or equal to 65.4%, which means that the influence of the independent variable menu variations on the dependent variable of purchasing decisions is 65.4%. So it can be said that 65.4% of the variables that influence purchasing decisions in the KiraKira Cafe business are menu variations, while the remaining 34.6% (100%-65.4%) are caused by variables other than menu variations which are not discussed in this research.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Menu Variations, Purchasing Decisions, KiraKira Cafe | ||||||||
| Subjects: | 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 571 Manajemen 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran |
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| Divisions: | Jurusan Administrasi Bisnis > Sarjana Terapan Bisnis Digital > TUGAS AKHIR | ||||||||
| Depositing User: | Bisnis Digital | ||||||||
| Date Deposited: | 26 Aug 2024 09:09 | ||||||||
| Last Modified: | 26 Aug 2024 09:09 | ||||||||
| URI: | http://eprints.polbeng.ac.id/id/eprint/13829 |
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