Analisis Pengaruh Cita Rasa dan Promosi terhadap Keputusan Pembelian Produk Minuman HAUS pada Masyarakat Desa Srengseng Sawah Jakarta
Abstract
Penelitian ini menganalisis mengenai pengaruh citra rasa dan promosi terhadap keputusan pembelian produk minuman HAUS. Tujuan Penelitian untuk mengetahui pengaruh Citra Rasa terhadap keputusan pembelian produk minuman HAUS pada masyarakat Desa Srengseng Sawah. Untuk mengetahui pengaruh Promosi terhadap keputusan pembelian produk minuman HAUS pada masyarakat Desa Srengseng Sawah. Untuk mengetahui pengaruh Citra Rasa dan Promosi terhadap keputusan pembelian produk minuman HAUS pada masyarakat Desa Srengseng Sawah. Pengambilan sampel sebanyak 40 responden yang telah melakukan pembelian produk minuman HAUS pada masyarakat Desa Srengseng Sawah Jakarta dengan teknik Non-Random Sampling metode purposive sampling (secara sengaja).Berdasarkan hasil penelitian cita rasa mempengaruhi signifikan terhadap keputusan pembelian. Dari hasil analisis Promosi mempengaruhi signifikan terhadap keputusan pembelian. Hasil penelitian menyimpulkan bahwa cita rasa dan promosi secara simultan berpengaruh signifikan pada keputusan pembelian.
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