Cecep Abdul Wahid, Puji Isyanto, Neni Sumarni

Analysis of the Effect of Promotion and Price on Buying Interest in Yummy Choice Coffee Gold at Indomaret

Introduction

Analysis of the effect of promotion and price on buying interest in yummy choice coffee gold at indomaret. Explore the significant impact of promotion and price on consumer buying interest for Yummy Choice Coffee Gold at Indomaret. A quantitative study reveals key marketing insights.

Abstract

Business is currently growing rapidly, as evidenced by the emergence of new business opportunities and challenges faced by every business in the food and beverage sector. Yummy Choice Coffee Gold is the first ready-to-drink product developed by Yummy Choice with a 'Made to Order' concept that serves fresh quality coffee. One of the Yummy Choice Coffee Gold outlets at Indomaret Lingkar Tanjung Pura opened in August 2024. During the grand opening, there was a 20% discount, which greatly attracted consumers to purchase the product. The function of promotion is to serve as an effort to notify or offer products, while price is an important aspect of marketing that is often considered a key factor by consumers when making purchases. This research aims to determine the extent of the influence of promotion and price on purchase interest in Yummy Choice Coffee Gold products at Indomaret, The type of research used is quantitative verificative research. The population is consumers who have shopped at Indomaret, while the sample studied was taken using Hair's formula with 95 respondents. Data was collected through observation and the distribution of questionnaires. The results of this study indicate that there is a positive and significant influence of promotion and price on purchase interest simultaneously for the Yummy Choice Coffee Gold product at Indomaret, and there is a positive and significant influence of promotion and price on purchase interest partially for the Yummy Choice Coffee Gold product at Indomaret.

Review

This paper investigates the influence of promotion and price on consumer buying interest for Yummy Choice Coffee Gold, a ready-to-drink product, specifically within an Indomaret outlet. The research is highly relevant given the intense competition in the food and beverage sector and the critical role of marketing strategies in new product penetration. The authors clearly state their objective to quantify this relationship using a quantitative verificative approach. The core finding indicates a positive and significant impact of both promotion and price, individually and simultaneously, on purchasing interest, suggesting these elements are crucial drivers for consumer engagement with the new product. The study offers valuable practical insights for marketers by focusing on key variables that directly influence consumer behavior. The methodology, employing quantitative research with a sample of 95 respondents drawn from Indomaret shoppers, aligns with the stated aim of verifying the influence of promotion and price. Data collection through observation and questionnaires provides a direct assessment of consumer perceptions. The clear identification of promotion (exemplified by the 20% grand opening discount) and price as significant factors offers actionable intelligence for businesses looking to launch or boost sales of similar products in a retail setting. Despite its contributions, the abstract raises several points for clarification and potential improvement. Most notably, the mention of the Indomaret outlet opening in "August 2024" presents a significant temporal inconsistency for a completed research study, requiring immediate correction or clarification of the data collection period. Furthermore, while the study establishes a relationship, it would benefit from a more detailed explanation of what specific "promotion" aspects beyond the initial discount were evaluated. The "ready-to-drink" versus "Made to Order" product concept also needs clarification for better understanding. Future research could broaden the study's scope beyond a single outlet to enhance generalizability, explore the long-term impact of various promotional strategies, and delve into competitive factors influencing purchasing interest for ready-to-drink coffee products.

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