The Influence of Price, Promotion, and Location on Meat Purchase Decisions at Toko Daging Indonesia in Selincah, Jambi City
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Abstract
Meat purchase decisions may be shaped by pricing, promotional communication, and convenient store access. This study examined the individual and joint associations of price, promotion, and location with meat purchase decisions at Toko Daging Indonesia in Selincah, Jambi City. A quantitative associative approach with a survey design involved 97 consumers selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed through multiple linear regression in IBM SPSS Statistics 25. Price (β = .375, p < .001), promotion (β = .342, p < .001), and location (β = .533, p < .001) were positively and significantly associated with purchase decisions. The regression model was statistically significant (F = 34.142, p < .001), with the three predictors jointly explaining 50.9% of the variation in purchase decisions. Location had the largest standardized coefficient among the predictors. These findings indicate that pricing, promotion, and location are relevant to consumer purchase decisions in this retail setting. The study provides contextual evidence to inform meat retail marketing strategies and highlights the importance of integrating competitive pricing, relevant promotional communication, and convenient store access.
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