Analysis of Variables Affecting on JCO's Consumer Decision

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Rorim Panday


JCO is a restaurant and franchise specializing in donuts, frozen yogurt, and coffee. JCO Donuts & Coffee is owned
and managed by Johnny Andrean Group, inspired by Dunkin Donut. The restaurant produces different shapes and flavors, with
a particular focus on the quality of basic ingredients and the production process. With this product, JCO has attracted many
customers. This research conducted what variables influence purchasing decisions. For this reason, variables in the marketing
mix are determined, namely product, price, place, and promotion which are thought to influence purchasing decisions. This
study uses primary data, using a questionnaire. The respondents of this study were JCO customers, who were randomly
assigned to 250 respondents. The analytical tool used is multiple regression by first testing the validity and reliability of the
data. The results of the study indicate that the product, price, place, and promotion have positive and significant influence, both
partially and simultaneously on purchasing decisions.

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