PENGARUH PROMOSI DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PADA BUBUK KOPI JM PAYAKUMBUH
DOI:
https://doi.org/10.54314/jssr.v9i3.6709Keywords:
Promotion, Distribution Channels, Purchasing DecisionsAbstract
Abstract: This study aims to analyze the influence of promotion and distribution channels on consumer purchasing decisions regarding JM Payakumbuh Coffee Powder. The study employs a quantitative approach with a causal research design. The sample consists of 100 respondents selected using purposive sampling. Data were analyzed using binary logistic regression. The results indicate that promotion has a positive and significant effect on purchasing decisions (Sig. 0.015), and distribution channels likewise have a positive and significant effect (Sig. 0.002). These two variables explain 48.6% of the variation in purchasing decisions, while the remainder is influenced by factors outside the scope of this study. Thus, enhancing promotional effectiveness and optimizing distribution channels can increase consumer purchasing decisions for JM Payakumbuh Coffee Powder.
Keywords: Promotion, Distribution Channels, Purchasing Decisions
Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan saluran distribusi terhadap keputusan pembelian konsumen pada Bubuk Kopi JM Payakumbuh. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian kausatif. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi logistik biner. Hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian (Sig. 0,015), demikian pula saluran distribusi berpengaruh positif dan signifikan (Sig. 0,002). Kedua variabel mampu menjelaskan keputusan pembelian sebesar 48,6%, sedangkan sisanya dipengaruhi faktor lain di luar penelitian. Dengan demikian, peningkatan efektivitas promosi dan optimalisasi saluran distribusi dapat meningkatkan keputusan pembelian konsumen pada Bubuk Kopi JM Payakumbuh.
Kata Kunci: Promosi, Saluran Distribusi, Keputusan Pembelian
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