Amalia, Syifani Nur (2026) PENGARUH DIRECT SELLING, HARGA, DAN VARIAN MENU TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN KEDAI JUPE DI SIDOARJO. Undergraduate thesis, Universitas Pembangunan Nasional “Veteran” Jawa Timur.
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Abstract
This study stems from the intense competition in the food industry, which demands effective marketing strategies particularly regarding direct selling, pricing, and menu variety in influencing purchasing decisions. The objective of this study is to analyze the influence of these three variables on customers of Kedai Jupe in Sidoarjo. The method used is a quantitative approach with a purposive sample of 156 respondents who have made purchases, as well as data collection via an online questionnaire. Data analysis uses multiple linear regression. The results show that direct selling, price, and menu variety simultaneously have a positive and significant effect on purchasing decisions. Partially, each variable also has a positive and significant effect. In conclusion, the implementation of an integrated marketing strategy through increased direct selling activities, appropriate pricing, and the provision of diverse menu options is crucial for enhancing consumer purchasing decisions. Keywords : Direct Selling, Price, Menu Options, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Syifani Nur Amalia | ||||||||
| Date Deposited: | 26 May 2026 01:30 | ||||||||
| Last Modified: | 26 May 2026 02:08 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52512 |
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