The Purchasing Decisions to Consumption of Healthy Drink Freshtime Yogurt at Pandemic Covid-19 Based on Promotion and Price (Case Study at KPSBU, North Bandung Cattle Breeders Cooperative)

Abstract

This study aims to determine whether promotions and prices affect the purchasing decisions of Freshtime Yogurt at North Bandung Cattle Breeders Cooperative. KPSBU (North Bandung Cattle Breeders cooperative) is one of the many producers of yogurt makers in the West Bandung Regency area. The factors tested in this study are promotion and price as independent variables. While purchasing decisions as the dependent variable. The research method used in this research is descriptive and verification method. The population in this study were KPSBU consumers with a population of 461. The technique of determining the sample used in this study was a non-probability sampling technique with accidental sampling method. While to calculate the sample size using the Slovin formula, so the number of samples in this study were 82 consumers. Based on the results of the research partially and simultaneously showed that promotion and prices have a significant effect on Freshtime yogurt purchasing decisions at KPSBU. The results of this study are expected to contribute to the company so that it can be used as material information and input to improve company performance.