The Effect Of Location And Digital Marketing On Purchase Decisions At Greens Food And View Café Bandung

Abstract

This research aims to determine and analyze the factors that influence purchasing decisions at Greens food and view cafe Bandung. This research is quantitative research with descriptive methods. The population of this research is consumers of Greens food and view cafe Bandung. The sampling technique used is incidental sampling based on a calculation of 100 respondents. The types and sources of data used are primary and secondary data. Data collection techniques use questionnaires whose validity and reality have been tested. The data analysis  techniques used to answer the hypothesis are multiple linear regression test, t test, F test, correlation and determination (R2). The results of this research show that simultaneously the Location and Digital Marketing variables have a positive and significant effect on purchasing decisions at Green Food and View Cafe Bandung. Partial test of location variables and digital marketing has a positive and significant effect on purchasing decisions at green food and view cafe Bandung. The level of closeness coefficient of determination (R2) is 38.8% and the remainder is influenced by other factors not discussed in this research.