Publication Search

This study aims to thoroughly examine the influence of menu variety, taste, and price on customers' purchasing decisions at CEZ-ROS Restaurant, located in Kediri Regency. Understanding these factors is crucial for the restaurant to enhance customer satisfaction and improve sales performance. The research employs a quantitative approach with an associative research type, designed to explore relationships between variables. The sampling technique used is accidental sampling, where respondents were selected based on convenience and their availability during the data collection period. This method allows for practical and efficient data gathering from actual restaurant customers. Data analysis involves several statistical tests to ensure accuracy and reliability. Initially, validity and reliability tests were conducted to confirm the suitability of the questionnaire. Then, multiple linear regression analysis was used to determine how menu variety, taste, and price individually and collectively influence purchasing decisions. Additionally, t-tests assessed the significance of each independent variable, while the F-test evaluated their simultaneous effect. The coefficient of determination (R²) provided insight into how much variation in purchasing decisions could be explained by these variables. The results indicate that menu variety, taste, and price significantly impact purchasing decisions both individually and together. Specifically, customers prefer restaurants offering a diverse menu, delicious food, and reasonable pricing. The F-test confirms the strong combined effect of these factors on consumer behavior. However, the coefficient of determination also suggests that while these variables are important, other external influences such as service quality, ambiance, and promotions may also affect purchasing decisions. Overall, this study highlights that CEZ-ROS Restaurant should focus on maintaining menu diversity, enhancing taste quality, and setting competitive prices to attract and retain customers effectively.

This study aims to determine the influence of independent variables, namely Promotion, Location, and Product Variation, on the dependent variable, Purchase Decision, at Seduhlur Coffee Kediri. The research method used is quantitative, employing multiple linear regression analysis with the assistance of SPSS version 26 software. The sampling technique applied in this study is incidental sampling, which involves selecting respondents who happen to be present and meet certain criteria at the time the research is conducted. Based on the results of data analysis, it can be concluded that the Promotion variable has a positive and significant partial effect on Purchase Decision. This indicates that the better the promotional strategies carried out, the more likely consumers are to make a purchase. Similarly, the Location variable also shows a positive and significant partial influence, suggesting that the comfort and accessibility of Seduhlur Coffee’s location play an important role in influencing consumer decisions. Product Variation is also found to have a positive and significant partial effect on Purchase Decision, meaning that a greater variety of products offered increases the likelihood of attracting consumer interest. Simultaneously, all three variables — Promotion, Location, and Product Variation — have a significant and positive influence on Purchase Decision. This research is expected to provide useful input for Seduhlur Coffee Kediri in improving its marketing strategies and service quality to encourage and increase consumer purchasing decisions.

The souvenir industry in Kediri has become increasingly competitive, driving business actors to strengthen their marketing strategies through brand image, service quality, and product variety. Rumah Madumongso, as one of the well-known local souvenir centers, faces challenges in maintaining consumer appeal amid the abundance of similar products available in the market. Therefore, a study is needed to examine the factors influencing consumer purchasing decisions. This research aims to analyze the influence of brand image, service quality, and product variety on purchasing decisions, both partially and simultaneously. The study applied a quantitative approach with a survey method, collecting data from 130 respondents using questionnaires distributed through accidental sampling. Data analysis was conducted using SPSS, employing validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination (R²). The results show that brand image and product variety have a positive but not significant effect on purchasing decisions. In contrast, service quality has a positive and significant influence, emphasizing the crucial role of service in encouraging consumers to make purchases. Simultaneously, the three variables significantly influence purchasing decisions, as indicated by an F-value of 56.740 with a significance level of 0.000. The coefficient of determination (R²) of 0.575 indicates that 57.5% of the variation in purchasing decisions is explained by brand image, service quality, and product variety, while the remaining 42.5% is influenced by other factors beyond this study. These findings highlight the need for more comprehensive marketing strategies to strengthen the competitiveness of local souvenir industries.

This study aims to analyze the influence of brand image, product variety, and bundling price on purchasing decisions among X consumers. The method used is a quantitative approach with a causal research design, so as to be able to explain the cause-and-effect relationship between variables. The research data was obtained by distributing questionnaires to 96 respondents who are active consumers of X. To ensure data quality, a series of tests were conducted including validity, reliability, normality, linearity, multicollinearity, and heteroscedasticity. The main analysis used multiple linear regression supported by t-tests, F-tests, and coefficient of determination (R²) processed using SPSS software version 26. The results showed that brand image had a significant effect on purchasing decisions, indicating that consumers' positive perceptions of X's reputation were able to encourage higher purchasing interest. Bundling price also proved to have a significant effect, because the strategy of combining package prices was considered to provide economic benefits and added value for consumers. In contrast, product variety did not have a significant effect, indicating that consumers place more emphasis on brand image and pricing strategies than simply menu diversity. However, when tested simultaneously, all three variables were still shown to have a significant influence on purchasing decisions. The coefficient of determination value of 0.594 indicates that the combination of the three variables can explain 59.4% of the variation in purchasing decisions, while the remaining 40.6% is influenced by other external factors such as service quality, consumer trends, promotions, and customer experience. These findings reinforce the understanding that a strong brand image-based marketing strategy and the implementation of appropriate bundling prices can be key to increasing consumer appeal. For local coffee businesses like X, this study provides practical implications to focus more efforts on strengthening brand image, creating a consistent consumer experience, and optimizing pricing strategies.

Final year students often experience difficulties in adapting to career and life demands, as well as maintaining their well-being. This study aims to examine the influence of social support and self-efficacy on life satisfaction and career adaptability among final-year students. Quantitative data were collected from 155 students in their final year of study and analyzed using Structural Equation Modelling (SEM). The results showed that social support did not affect the career adaptability of final-year students. Conversely, self-efficacy had a positive effect on career adaptability. Social support was found to have a positive impact on students' life satisfaction. Students who received social support from family, friends, and educational institutions tended to have higher levels of life satisfaction. Self-efficacy also positively affected life satisfaction, indicating that high self-confidence enhances individual well-being. However, life satisfaction did not significantly influence career adaptability, suggesting that other factors such as work experience and environmental support play a more significant role. This study has several limitations, including a limited sample size and potential respondent bias. Future research should involve larger and more diverse samples and employ a variety of data collection methods. Educational institutions are encouraged to develop programs that enhance self-efficacy and social support to help students reach their full potential in their careers and personal lives.

Packaged Drinking Water (PDW) has now become one of the most practical products dominating the market, offering a variety of advantages and benefits. The fierce competition among PDW producers drives consumers to be increasingly discerning and selective in making purchasing decisions. Consumer choices are often influenced by pressing needs, which have recently shifted toward a preference for more natural food and beverage products. However, amidst the fast-paced modern lifestyle, instant products remain a favored solution due to the convenience they offer. By leveraging store atmosphere strategies, this business has successfully stayed competitive and maintained its presence in the market. The relationship between store atmosphere and consumer purchase interest is significant, as first impressions often serve as a critical factor in consumer evaluations of a store. Elements such as exterior design, overall interior, store layout, and interior displays play a vital role in creating that appeal. This study aims to analyze the extent to which store atmosphere influences purchase interest in the Club brand bottled water. The research methodology involves distributing questionnaires to 100 respondents as the primary data source.

Customer loyalty is a key aspect for the success and desirability of a retail business. Product variations can be an effective approach to increasing customer loyalty. However, in-depth understanding of various product strategies that can increase customer loyalty is still limited. The aim of this research is to explore and understand the variations in product strategies that can be implemented by Palapa Toserba to increase customer loyalty. This research uses a qualitative approach, data is collected through interviews with customers and observation. The results of this research can increase customer loyalty. This research provides valuable insight for Palapa Toserba Wadung Asri and other retail companies in implementing effective product variety strategies to increase customer loyalty    

In this research, the influence of location, product variety, service quality and shop atmosphere on purchasing decisions at Marwah Kiby Pare can be explained. In this research, quantitative methods and analytical techniques used in this research are used, namely validity test, reliability test, correlation test, multiple linear test, t test (partial test), f test (simultaneous test), and coefficient of determination test. The sampling technique used in this research was incidental sampling and the sample used in this research was 99 respondents. In this research it can be concluded that location, product variety, service quality and store atmosphere have a positive and significant influence on purchasing decisions. And location, product variety, service quality and store atmosphere have a simultaneous and significant influence on purchasing decisions  

This research aims to determine the influence of product variation (X1), price (X2) and taste (X3) variables on consumer loyalty (Y) in Tahu Sadis Joyoboyo, Kediri City. This type of research is quantitative research. The data collection techniques used are primary data and secondary data. The sample selection used the saturated sampling method, the number of samples in the research was 85 respondents from Tahu Sadis Joyoboyo, Kediri City. This research data was obtained through questionnaires, interviews and literature studies. The analysis techniques used are Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, T Test, F Test and Coefficient of Determination Test.The results of the research obtained the multiple linear regression equation Y= -4.748 + 0.470X1 + 0.283X2 + 0.569X3 and the results of the t test for product variation, price and taste variables had a partially significant effect on consumer loyalty with sig < 0.05. The F test results obtained Fcount results with a significance value of 0.000 < 0.05. From the results of the analysis it can be concluded that product variety, price and taste have a simultaneous and significant effect on consumer loyalty to Tahu Sadis Joyoboyo Kediri.

The world of the food and beverage industry is developing very rapidly. In Indonesia, this is characterized by the variety of culinary delights available with regional and modern flavors. "The rapid development of culinary arts in Indonesia means that entrepreneurs have to think hard to remain creative in order to be able to fight new, innovative competitors. The current phenomenon means that old entrepreneurs must have new innovations to be able to maintain their business. Because it is known that many young entrepreneurs have created food and beverage products that offer delicious flavors at economical prices. This kind of competition is difficult to avoid. This research examines menu diversity, service quality and prices at Hakui Coffee Tulungagung. These three interrelated variables seem interesting if used as research objects. The type of research used by researchers is descriptive quantitative. The analysis techniques used are validity test instruments, reliability tests, classical assumption tests, multiple regression tests, t tests, F tests, coefficient of determination tests. The results of this research show that the first hypothesis proposed states that menu diversity has a significant effect on buying interest. Partially, according to the t test of 2.986 with a significance level of 0.060 > 0.05, H1 is accepted and H0 is rejected, where the research results show that diversity The menu has a significant effect on buying interest as evidenced by the results obtained in the form of a correlation coefficient of 0.231 and a partial significance test which produces a t-count of 2.096.