THE PURCHASING DECISIONS TO CONSUMPTION OF HEALTHY DRINK FRESHTIME YOGURT AT PANDEMIC COVID-19 BASED ON PROMOTION AND PRICE (CASE STUDY AT KPSBU, NORTH BANDUNG CATTLE BREEDERS COOPERATIVE)
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Date
2020
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Solid State Technology
Abstract
This study aims to determine whether promotions and prices affect the purchasing decisions of
Freshtime Yogurt at North Bandung Cattle Breeders Cooperative. KPSBU (North Bandung
Cattle Breeders cooperative) is one of the many producers of yogurt makers in the West
Bandung Regency area. The factors tested in this study are promotion and price as independent
variables. While purchasing decisions as the dependent variable. The research method used in
this research is descriptive and verification method. The population in this study were KPSBU
consumers with a population of 461. The technique of determining the sample used in this study
was a non-probability sampling technique with accidental sampling method. While to calculate
the sample size using the Slovin formula, so the number of samples in this study were 82
consumers. Based on the results of the research partially and simultaneously showed that
promotion and prices have a significant effect on Freshtime yogurt purchasing decisions at
KPSBU. The results of this study are expected to contribute to the company so that it can be used
as material information and input to improve company performance.
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Keywords
Promotion, Price, Purchasing Decisions