The Influence of Price Perception and Promotional Intensity on Purchase Decisions at Chawaa Cafe
DOI:
https://doi.org/10.59890/ijefbs.v4i5.45Keywords:
Price Perception, Promotional Intensity, Purchase DecisionsAbstract
Rapid growth in Bandung's culinary industry has intensified market competition particularly within the café segment necessitating the implementation of strategic marketing practices. This study evaluates the impact of price perception and promotional intensity on consumer purchase decisions at Chawaa Cafe. Utilizing a quantitative design with descriptive and verificative approaches, empirical data were gathered from a sample of 99 respondents selected via incidental sampling. Data analysis was executed using SPSS, encompassing validity and reliability testing, classical assumption diagnostics, multiple linear regression, correlation analysis, coefficient of determination estimation, and hypothesis testing. The descriptive findings indicate that price perception, promotional intensity, and purchase decisions all fall into favorable categories. Furthermore, inferential results confirm that price perception and promotional intensity, both jointly and individually, exert a statistically significant positive influence on purchase decisions at Chawaa Cafe.
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