THE EFFECT OF SALES PROMOTION AND PRODUCT INNOVATION ON CONSUMERS BUYING DECISION AT CHATIME SUN PLAZA MEDAN

Abstract

A phenomenon that occurs to this day is that milk drinks with tea are now added with several types of toppings, one of which is the most popular is pearl or bubble topping which is made from tapioca flour and cooked with brown sugar. increasingly widespread to the point of being able to hypnotize consumers. Despite increasingly fierce competition due to the emergence of similar drink outlets, Chatime is able to survive as evidenced by the fact that Chatime outlets are never empty of visitors and there are still queues when ordering Chatime. This research aims to determine the influence of sales promotion and product innovation on purchasing decisions. This research is quantitative descriptive research. The population of this research is all Chatime consumers at the Sun Plaza Medan branch. The sample for this research was 110 people who were determined using the purposive sampling method. Primary data was obtained using a questionnaire, while the data analysis technique used was multiple linear regression analysis. The research results show that sales promotion and product innovation have a significant effect on purchasing decisions of Chatime consumers at the Sun Plaza Medan branch.