ANALYSIS OF FACTORS THAT CREATE PURCHASE DECISIONS AT MYKAN CAFE BEKASI: ANALYSIS OF FACTORS THAT CREATE PURCHASE DECISIONS AT MYKAN CAFE BEKASI

This study is based on the decline in revenue experienced by Mykan Cafe during 2023 compared to the previous year, which indicates a decline in consumer purchasing decisions. In the context of increasingly competitive culinary business competition, it is important to understand the factors that influence purchasing decisions to formulate an effective marketing strategy. So, this study was conducted to examine the factors that influence purchasing decisions at Mykan Cafe Bekasi. With the determining factors used being promotion, price perception, and product diversity. This study uses a quantitative research method with a non-probability sampling technique (Purposive Sampling) by distributing questionnaires that have been in accordance with the criteria relevant to this study, namely 96 respondents. This data analysis method uses multiple linear regression analysis techniques, using the SPSS 25 statistical test application. This analysis is used to measure the influence between independent variables on dependent variables. The results of the study show that both partially or simultaneously promotion, price perception, and product diversity have a positive and significant effect on purchasing decisions. The magnitude of the determination coefficient of 76% indicates that promotion, price perception, and product diversity can explain purchasing decisions and the remaining 24% is explained by other variables not examined in this study. This implies that promotions, price perceptions, and product diversity carried out optimally will create purchasing decisions