The Influence of Promotion and Location on Consumer Purchase Decisions: A Case Study at Café Aroma, Sleman Regency
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Abstract
The purpose of this study is to examine how promotional strategies and business location influence consumer purchasing decisions at Café Aroma in Sleman Regency. The study reveals that both promotion and location have a partially significant effect on purchase decisions. Furthermore, the analysis shows that these two variables play a critical role in shaping consumer behavior and driving purchase intent. The findings indicate that well-targeted promotional efforts combined with a strategic and accessible location significantly contribute to increased customer visits and higher transaction rates. These insights highlight the importance for café businesses to align their promotional and location-based strategies to attract and retain consumers effectively
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