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Journal Informatic, Education and Management (JIEM)Journal Informatic, Education and Management (JIEM)

This study examines the influence of new user discount vouchers, application ease of use, and customer satisfaction on purchasing decisions at the Kopi Kenangan Tananima outlet. A quantitative survey was conducted involving 106 application users, and data were analyzed using multiple linear regression with IBM SPSS. The results indicate that all variables are valid and highly reliable, with normally distributed data. The coefficient of determination (R² = 0.745) shows that 74.5% of purchasing decisions are explained by the three variables. Simultaneous testing reveals a significant effect of all independent variables on purchasing decisions, while partial testing confirms that each variable has a positive and significant influence, with discount vouchers being the most dominant factor. These findings suggest that promotional strategies, application usability, and customer satisfaction significantly contribute to increasing consumer purchasing decisions.

This study concludes that new user discount vouchers, application ease, and customer satisfaction positively and significantly influence consumer purchasing decisions.The analysis demonstrates that these three variables collectively explain a substantial portion of the variance in purchasing decisions.Notably, new user discount vouchers emerged as the most dominant factor in driving consumer purchases.Therefore, enhancing promotional strategies, improving application usability, and prioritizing customer satisfaction are crucial for boosting consumer purchasing decisions.

Future research could explore the moderating role of demographic factors, such as age and income, on the relationship between these variables and purchasing decisions. Furthermore, investigating the long-term effects of these factors on customer loyalty and brand advocacy would provide valuable insights. Another promising avenue for research is to examine the impact of different types of promotional offers, beyond new user discounts, on consumer behavior within the coffee industry. Specifically, studies could compare the effectiveness of personalized promotions versus general discounts, or investigate the influence of gamified loyalty programs. Finally, a qualitative study exploring consumer perceptions of application usability and customer satisfaction could provide a deeper understanding of the underlying mechanisms driving purchasing decisions, complementing the quantitative findings of this research and offering more nuanced recommendations for Kopi Kenangan and similar businesses.

  1. Comparison of Convenience Sampling and Purposive Sampling, American Journal of Theoretical and Applied... doi.org/10.11648/j.ajtas.20160501.11Comparison of Convenience Sampling and Purposive Sampling American Journal of Theoretical and Applied doi 10 11648 j ajtas 20160501 11
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