PENGARUH CITA RASA, PROMOSI, HARGA, LOKASI, DAN VARIASI PRODUK TERHADAP KEBERHASILAN USAHA DI KEDAI SUSU SEGAR BEKASI

This research aims to determine the partial and simultaneous influence of the variables Taste, Promotion, Price, Location and Product Variation on Business Success in the Bekasi Fresh Milk Shop. The research method used in this research is quantitative research methods. The sampling used in this research was the Probability Sampling method and the type of sampling used simple random sampling. The population was 346 respondents and then used the Slovin formula to obtain a sample of 186 respondents. The analytical methods used are validity testing, reliability testing, classical assumption testing, hypothesis testing and multiple linear analysis assisted by using Microsoft Excel 2013 and IBM SPSS 25.
The research results partially show that the variables Taste, Promotion, Price, Location have a positive and significant effect on buying interest in the success of the fresh milk shop business and the product variety variable does not affect the success of the fresh milk shop business. The variables Taste, Promotion, Price, Location and product variants simultaneously have a positive and significant effect on purchasing interest in the success of the fresh milk shop business. The independent variable (X) is able to contribute to business success by 87.5% and 12.5% of business success is influenced by other variables that are not included in the variables of this research.