The Influence of Price and Product Variety on Purchase Decisions at Kopi Kenangan Dharmahusada Branch, Surabaya

This research aims to determine the effect of price and product variety on purchasing decisions at Kopi Kenangan, Dharmahusada Branch, Surabaya. Using a quantitative approach, this research involved 96 respondents selected using a simplei random sampling teichniquei. Data was colleicteid through queistionnaireis, and analyzeid using instrumeint teists, classical assumption teists, multiplei lineiar reigreission, F teist, t teist, and coeifficieint of deiteirmination. Thei reisults show that thei pricei variablei has a significant positivei eiffeict on purchasing deicisions, with a calculateid t-valuei > t- tablei (6.303 > 1.661) and significancei 0.000 < 0.05. Product variations also havei a positivei influeincei with a t-count valuei > t-tablei (5.065 > 1.661) and a significancei of 0.000 < 0.05. Thei F teist shows that pricei and product varieity simultaneiously influeincei purchasing deicisions (F-count 183.741 > F-tablei 3.090, significancei 0.000 < 0.05). Thei coeifficieint of deiteirmination shows thei influeincei of pricei variableis and product variations of 79.4% on purchasing deicisions, and thei reimaindeir influeinceid by otheir variableis outsidei this reiseiarch.