The Effect of Promotion and Physical Evidence on Purchasing Decisions At Coffee Swic Of Paradise Bandung Regency
Abstract
The development of times in the current era of globalization has a huge impact on many fields that are increasingly
rapid in the business sector in Indonesia. One of them is the culinary business which is currently on the rise, namely
Coffee shop. One of the Coffee business actors in Bandung Regency, namely Coffee Swic of Paradise, is a coffee shop
that provides a variety of menus ranging from coffee or non-coffee menus to food that serves western and oriental
styles. In the sales of Coffee Swic of Paradise Bandung Regency, There are problems with inappropriate purchasing
decisions, so that sales targets are not achieved. Based on the results of the pre-survey of respondents, purchasing
decisions were influenced by promotions and physical evidence. This research aims to find out how much influence
promotions and physical evidence have on purchasing decisions at Coffee Swic of Paradise, Bandung Regency. The
method used in this research is quantitative method with descriptive research type. The population used in this study
is the people of Bandung Regency who have visited Coffee Swic of Paradise Bandung Regency and respondents who
have made purchases at Coffee Swic of Paradise Bandung Regency at least 2 times with a sample of 160 respondents.
The sampling used in this study was nonprobability sampling with purposive sampling technique. Based on the results
of research using descriptive analysis with the help of SPSS 26 software for Windows, the Promotion and Physical
Evidence variables are included in the good category and have a significant influence both simultaneously and
partially on purchasing decision at Coffee Swic of Paradise Bandung Regency.
Keywords-promotion, physical evidence, purchase decision
References
Ariyanto, A., Bangun, R., Indillah, M. R. M., Trenggana, A. F. M., Sholihah, D. R., Ariyanti, M., Widiati, E., Irawan,
P., Ratih, S. D., Ismail, R. S., Putra, D. S., Utama, A. M., Syahputra, & Bancin, J. B. (2023). Manjemen
Pemasaran (U. Saripudin (ed.)). Widina Bhakti Persada Bandung.
Firmansyah, A. (2019). PEMASARAN (DASAR DAN KONSEP). CV. Penerbit Qiara Media.
Kotler, P. (2017). Manajemen Pemasaran (Edisi ke 1). Erlangga, jakarta.
Kotler, P., & Amstrong, G. (2018). Principles Of Marketing (17th Edition). Pearson Education.
Kurniawan, A. R. (2021). MARKETING 101 Segala Hal Tentang Marketing Dan Sales. Quadrant.
Lupiyoadi, R. (2019). Manajemen Pemasaran Jasa. CV.Andi Offset.
Nabilah Muhamad. (2023). Indonesia Jadi Produsen Kopi Terbesar Ketiga di Dunia pada 2022/2023. Databoks.
Rizal Hermawan, M., & Hadibrata, B. (2023). Pengaruh Harga, Promosi, Suasana Toko, Kualitas Layanan, Citra
Merek Terhadap Keputusan Pembelian Coffee Shop Dengan Sikap Intervening. Jurnal Locus Penelitian Dan
Pengabdian, 2(8), 780–795. https://doi.org/10.58344/locus.v2i8.1579
Sudita, & Kasmad. (2023). PENGARUH KUALITAS PELAYANAN DAN PROMOSI TERHADAP KEPUTUSAN
PEMBELIAN KONSUMEN CAFE PADA PT. KARYA MASYARAKAT MANDIRI KEMANG BOGOR.
Jurnal Ekonomi, Manajemen Dan Akuntansi, 2, 179–191.
Sudrartono, T., Soegoto, A. S., Lumanauw, N., Malihah, L., Mokoginta, S. C., Syahputra, Sudirman, A., Agustini, I.
G. A. A., Putra, A. R., & Triwardhani, D. (2022). Manajemen Pemasaran Jasa (D. E. Putri (ed.)). Widina Bhakti
Persada Bandung.
Sugiyono. (2019). METODE PENELITIAN KUANTITATIF KUALITATIF dan R&D. Alfabeta Bandung.
Triyono, A., & Warnadi. (2019). Manajemen Pemasaran (Yogyakarta).
Wirapraja, A., & Dkk. (2021). Manajemen Pemasaran Perusahaan. Yayasan Kita Menulis.
