PENGARUH DIGITAL PROMOTION DAN PRICE PERCEPTION TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA USAHA KEBAB DI TAMBUN
DOI:
https://doi.org/10.61722/jaem.v3i3.12461Keywords:
Digital Promotion, Price Perception, Purchase Decision, Culinary Business, Kebab MonsterAbstract
The rapid expansion of the fast-food culinary industry in suburban corridors has intensified market competition, particularly within the kebab sector. Kebab Monster Tambun Station Branch possesses substantial centralized social media exposure and positive customer ratings; however, it encounters operational challenges regarding localized promotional synchronization and customer price perception regarding actual portion sizes. This study aims to examine and analyze the partial and simultaneous effects of digital promotion and price perception on consumer purchasing decisions at Kebab Monster Tambun Station Branch. A quantitative explanatory survey design was employed. The study population comprised all consumers of Kebab Monster Tambun Station Branch, from which 97 valid respondents were selected via purposive sampling based on the Lemeshow formula. Primary data were gathered through a validated and reliable 5-point Likert scale questionnaire. Parametric multiple linear regression analysis was executed using IBM SPSS version 26 following the fulfillment of classical regression assumptions. The empirical findings reveal that both digital promotion and price perception exert a statistically significant positive effect on consumer purchase decisions, both partially and simultaneously (p < 0.001). Price perception emerged as the most dominant predictor (β = 0.605), surpassing digital promotion (β = 0.308). The coefficient of determination (R²) of 0.720 indicates that 72.0% of the variance in purchase decisions is explained concurrently by both variables, while the remaining 28.0% is influenced by external parameters outside the model. Management should synchronize local digital promotions and preserve price-to-portion proportionality.
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