Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 12 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

SELLING PRICE AND INSTAGRAM PROMOTION EFFECTS ON PURCHASE DECISIONS AT DR CHICKEN

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  • Sofwatun Nada,
  • Ecin Kuraesin,
  • Hendri Maulana
Sofwatun Nada
Faculty of Economics and Business, Universitas Ibn Khaldun Bogor, Indonesia
Ecin Kuraesin
Faculty of Economics and Business, Universitas Ibn Khaldun Bogor, Indonesia
Hendri Maulana
Faculty of Economics and Business, Universitas Ibn Khaldun Bogor, Indonesia

Published 2026-11-03

Keywords

  • Selling price,
  • Instagram promotion,
  • purchase decision,
  • culinary business

How to Cite

SELLING PRICE AND INSTAGRAM PROMOTION EFFECTS ON PURCHASE DECISIONS AT DR CHICKEN. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(12). https://journal.cib.institute/index.php/musytari/article/view/6117

Abstract

This study aims to analyze the effect of selling price and Instagram promotion on consumers' purchase decisions at the Situ Udik branch of Dr Chicken, a local fastfood restaurant whose sales in the previous year did not reach the target. A quantitative approach was used, and the data were collected through an online questionnaire distributed to 70 customers who had purchased the products. After the instrument passed validity and reliability tests, the data were analyzed using descriptive statistics, multiple linear regression, the coefficient of determination, and t-tests and F-tests with SPSS. The results show that customers rate the selling price, the Instagram promotion, and their own purchase decisions as good. Selling price and Instagram promotion each have a positive and significant partial effect on purchase decisions, and Instagram promotion is the more dominant variable. Together, they also have a positive and significant simultaneous effect and explain a large share of the variation in purchase decisions. Dr Chicken is therefore advised to keep its prices aligned with perceived quality and benefits and to make its Instagram content more attractive, informative, and shareable.
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References

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