Pengaruh Sales Promosi dengan Price Bundling terhadap Keputusan Pembelian Masa Pandemi Covid 19 di Bali

I Gusti Agung Gede Witarsana, I Dewa Putu Hendri Pramana, Ni Putu Diah Prabawati, Ida Bagus Putu Puja, I Made Dhani Pramana Pinatih

Abstract


Penurunan produktifitas bisnis pada semua sektor sebagai akibat pandemic covid-19 telah mendorong para pelaku bisnis untuk menetapkan berbagai strategi pengembangan bisnisnya. Kebijakan pembatasan aktivitas masyarakat diluar selama pandemic telah memberikan dampak negatif pada sektor bisnis kuliner dan salah satu industri yang terdampak yaitu The Mill Restaurant Bali. Ada banyak strategi yang dapat dilakukan untuk meningkatkan penjualan produk bisnis kuliner dan salah satunya yang banyak dibahas yaitu strategi price bundling. Oleh karena itu, studi ini dilakukan untuk mengetahui sejauh mana pengaruh sales promosi dengan cara price bundling terhadap keputusan pembelian pada masa pandemi covid 19 di Bali khususnya di The Mill Restaurant Bali. Metode analisis yang digunakan untuk menganalisis pengaruh variabel price bundling adalah dengan menggunakan analisis regresi linier sederhana dengan bantuan program statistik SPSS for windows versi 25. Hasil studi ini mengungkapkan bahwa terdapat pengaruh positif price bundling terhadap keputusan pembelian pelanggan di The Mill Restaurant. Selain itu, price bundling hanya memberikan kontribusi sebesar 22,5% mendorong keputusan pembelian pelanggan. artinya, masih ada factor lain yang dimungkinkan mendorong keputusan pembelian produk restoran oleh para konsumen. Studi ini memberikan implikasi penting bagi pelaku bisnis kuliner untuk menerapkan strategi price bundling dalam bisnis kulinernya. 


Keywords


Keputusan pembelian; price bundling; promosi; penjualan produk

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DOI: https://doi.org/10.32487/jshp.v6i2.1445

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