Pengaruh Brand Image, Variasi Produk, dan Promosi Terhadap Keputusan Pembelian Konsumen di Lapis Kukus Tugu Malang, Outlet Brigjen Katamso Lumajang

Abstract

This research is motivated by the events experienced at this time, namely the rapid development of the food and beverage industry in relation to a particular product which ultimately has an impact on increasing consumer demand. The purpose of this study is to determine the effect of brand image, product variety, and promotion on consumer purchasing decisions at the Brigjen Katamso Lumajang outlet. Primary data is used during the research process and is classified as quantitative research. Data was collected by filling out a questionnaire designed for respondents aged at least 17 years, the sample was determined using non-purposive sampling techniques on a total of 60 respondents. Data was analyzed using multiple linear regression analysis. The findings of the study revealed that brand image and promotion variables have an impact on the choices consumers make towards their purchases at Lapis Kukus Tugu Malang, Brigjen Katamso Luamajang outlet. On the other hand, the product variety variable has no impact on the decisions consumers make regarding their purchases. A coefficient of determination of 0.351 was applied to the data. As a result, brand image, product variety and promotion have the potential to influence purchasing choices by about 35.1%, the remaining 64.9% is indicated by the estimated error value, which is due to other factors that are not further examined in this study.