The Influence Of Price And Product Mix On Purchasing Decisions At The Wak Mar Muara Enim Cake Shop
Abstract
This study aims to determine the effect of price and product mix on purchasing decisions at Lapak Kue Wak Mar in Muara Enim. The research employed a quantitative approach with multiple linear regression analysis. A total sample of 94 respondents was obtained using accidental sampling techniques. The results indicate that partially, the price variable does not have a significant effect on purchasing decisions, while the product mix variable has a significant effect. Simultaneously, price and product mix significantly influence consumer purchasing decisions. The coefficient of determination (R²) is 0.846, meaning that 84.6% of the variation in purchasing decisions can be explained by price and product mix, while the remaining 15.4% is influenced by other factors beyond this research..
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