Pengaruh Promosi Penjualan dan Lokasi Terhadap Minat Beli Konsumen pada Kopi Kenangan Wilayah Jakarta Selatan

Abstract

Sebagai salah satu pemain utama di industri makanan dan minuman, Kopi Kenangan di area Jakarta Selatan menyediakan produk kopi siap minum yang memiliki daya tarik tinggi di kalangan masyarakat. Penelitian ini bertujuan untuk menganalisis sejauh mana strategi promosi penjualan serta penentuan lokasi gerai mampu meningkatkan minat beli para pelanggan di wilayah tersebut. Melalui pendekatan kuantitatif, pengumpulan data dilakukan dengan membagikan kuesioner kepada 100 orang responden. Seluruh data yang dikumpulkan kemudian diuji menggunakan beberapa tahapan statistik dengan alat bantu IBM SPSS, yang meliputi uji kualitas data, pengujian asumsi klasik, analisis regresi linear berganda, uji koefisien determinasi, serta pengujian hipotesis melalui uji t dan uji F. Hasil penelitian menunjukkan bahwa promosi penjualan dan lokasi berpengaruh positif dan signifikan baik secara parsial maupun simultan terhadap minat beli konsumen. Nilai koefisien determinasi sebesar 67,1% menunjukkan bahwa kedua variabel mampu menjelaskan variasi minat beli konsumen, sedangkan sisanya dipengaruhi faktor lain. Secara garis besar dapat disimpulkan bahwa minat beli masyarakat terhadap Kopi Kenangan di Jakarta Selatan akan meningkat jika perusahaan dapat mengoptimalkan program promosi serta menempatkan outlet di lokasi yang strategis.

Kata Kunci: Promosi Penjualan, Lokasi, Minat Beli Konsumen.

Abstract

As one of the leading players in the food and beverage industry, Kopi Kenangan in the South Jakarta area provides ready-to-drink coffee products that hold a high appeal among the public. This study aims to analyze the extent to which sales promotion strategies and outlet location selection can enhance consumer purchase intention in that region. Utilizing a quantitative approach, data collection was conducted by distributing questionnaires to 100 respondents. All gathered data were then tested through several statistical stages using IBM SPSS as a tool, which included data quality tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination test, and hypothesis testing via the t-test and F-test. The findings indicate that sales promotion and location have a positive and significant influence on consumers purchase intention, both partially and simultaneously. The coefficient of determination of 67.1% indicates that both independent variables explain a substantial proportion of the variation in purchase intention, while the remaining percentage is influenced by other factors. Broadly speaking, it can be concluded that public purchase intention toward Kopi Kenangan in South Jakarta will increase if the company can optimize its promotional programs and position its outlets in strategic locations.

Keywords: Sales Promotion, Location, Consumer Purchase Intention.