Sales Strategy and Pricing Effects on Purchase Decisions: Evidence from Jakarta Coffee Retail

Abstract

The specialty coffee industry in emerging markets has experienced rapid growth, creating intense competition that compels firms to optimize marketing strategies for consumer engagement. Despite substantial research on marketing mix effectiveness, empirical evidence regarding how sales strategy and pricing jointly influence purchase decisions in emerging market coffee shop contexts remains limited. This study examines the effects of sales strategy and pricing on purchase decisions among Tomoro Coffee consumers in Jakarta, Indonesia. Employing a quantitative cross-sectional design, primary data were collected through structured questionnaires from 100 consumers selected via purposive sampling, with data analyzed using multiple regression following classical assumption verification including normality, heteroscedasticity, and multicollinearity tests. Results reveal that both sales strategy and pricing exert positive and significant effects on purchase decisions, with pricing demonstrating relatively stronger influence. The simultaneous model explains 67.5% of variance in purchase decisions. These findings extend Marketing Mix Theory application to emerging market specialty coffee contexts and provide evidence-based guidance for practitioners seeking to optimize resource allocation between promotional investments and pricing strategies in competitive retail environments.