Analysis On The Influence Of The Products And The Promotions Of Hare And Hatter Toward Ciputra University Students In Taking Buying Decision

Abstract

The research dissertation “Analysis on the influence of the products and the promotions of Hare and Hatter toward Ciputra University Students in Taking Buying Decision” This research problem statement is the author chooses this topic because the author want to explore what kind of specialties product and promotion tools that is used by Hare and Hatter cooperation. Hare and Hatter is newly open with the unique design and concept of high tea package with pastry and bakery specialties. The thesis title is analysis of the influence of the products and the promotions of Hare and Hatter toward Ciputra University Students in taking buying decision, the independent variable is a variable that cause dependent variable. The independent variable are main product, facilitate product, and promotion. The dependent variable is the factor that affected taking buying decision. The type of this research is descriptive quantitative research which uses questionnaire as the research tool. The sampling technique used here is purposive sampling and the amount of samples is 70 for each research object. Based on the result of frequencies analysis, the main product and supporting product is affecting taking buying decision. But the promotion doesn’t give any influence toward buying decision. Besides, in multiple linear regressions equation the value of promotion is positive. It means that promotion has affected the customers to buy even the percentage is 40% (each point of promotion the author give score 20%). So, the main product and supporting product are strongly affect taking buying decision.