Pengaruh Promosi Penjulan dan Inovasi Produk terhadap Keputusan Pembelian J.CO Donuts & Cofee

Abstract

In the face of increasingly intense business competition, businesses are required to continuously innovate and implement effective promotional strategies to influence consumer purchasing decisions. This study aims to analyze the influence of sales promotion and product innovation on consumer purchasing decisions at J.CO Donuts & Coffee in Bogor City, both partially and simultaneously. This research used a quantitative method with a survey approach involving 150 respondents who are consumers of J.CO. Data were collected through questionnaires and analyzed using SPSS, including validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F- test, and coefficient of determination (R²) The t-test results showed that sales promotion (X1) had a positive and significant effect on purchasing decisions (Y), with a t-value of 6.499 > t-table 1.976. Product innovation (X2) also had a positive and significant effect with a t-value of 8.567 > t-table 1.976. The F-test revealed that sales promotion and product innovation simultaneously had a significant effect on purchasing decisions, with a significance value of 0.000 < 0.05 and an F-value of 986.659 > F-table 3.91. The coefficient of determination (R²) was 0.931, indicating that 93.1% of the variation in purchasing decisions is explained by sales promotion and product innovation, while the remaining 6.9% is influenced by other variables outside this study. Overall, sales promotion and product innovation have a proven positive and significant influence on consumer purchasing decisions at J.CO in Bogor City.