THE INFLUENCE OF PRICE PERCEPTION, PRODUCT INNOVATION, AND LOCATION ON PURCHASE DECISIONS AMONG CONSUMERS OF TEA KOTA IN LAMONGAN

Abstract

This study aims to determine the influence of price perception, product innovation, and location on the purchase decisions of Tea Kota products in the Lamongan branch (a case study of Tea Kota consumers in Lamongan). In this research, the population was sampled using non-probability sampling techniques. The sample size was determined using Slovin's formula, resulting in 100 respondents of Tea Kota consumers in Lamongan. The data collection method involved distributing questionnaires to Tea Kota consumers in Lamongan. The data analysis techniques used included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, correlation coefficient testing, determinant coefficient testing, t-tests, and F-tests. The results indicate that price perception, product innovation, and location have a significant positive effect both partially and simultaneously on purchase decisions. Among these variables, price perception has the most dominant influence on the purchase decisions of Tea Kota products in Lamongan.