Pengaruh Kualitas Produk, Promosi, Dan Persepsi Harga Terhadap Keputusan Pembelian Fore Coffee
Kualitas Produk, Promosi, Persepsi Harga, dan Keputusan Pembelian .
DOI:
https://doi.org/10.35908/jeg.v8i2.2945Abstract
This study aims to determine whether or not there is an effect of Product Quality, Promotion, and Price Perception on Purchasing Decisions at Fore Coffee partially and simultaneously. This research is quantitative, the data is taken from distributing questionnaires with a total of 150 respondents. The method used is purposive sampling method with SPSS 25 as data processing. The results of data processing show that from the t test, the product quality variable has a positive and significant effect on purchasing decisions. Meanwhile, the promotion and price perception variables show a positive and significant influence on purchasing decisions. Testing with the F test results the variables of product quality, promotion, and price perception have a simultaneous or joint effect on purchasing decisions. So the researcher draws the conclusion that product quality, promotion, price perception Fore is good enough and meets consumer expectations so that it influences purchasing decisions at Fore Coffee.
Keywords: Product Quality, Promotion, Price Perception, and Purchase Decision
Penelitian ini bertujuan untuk mengetahui ada atau tidaknya pengaruh Kualitas Porduk, Promosi, dan Persepsi Harga terhadap Keputusan Pembelian di Fore Coffee secara parsial dan secara bersama-sama. Penelitian ini bersifat kuantitatif, data diambil dari penyebaran kuesioner dengan total 150 responden. Metode yang digunakan yaitu metode purposive sampling dengan SPSS 25 sebagai pengolahan data. Hasil dari pengolahan data menunjukkan dari pengujian t hitung variabel kualitas produk berpengaruh secara positif dan signifikan terhadap keputusan pembelian. Sedangkan variabel promosi dan persepsi harga menunjukkan adanya pengaruh secara positif dan signifikan terhadap keputusan pembelian. Pengujian dengan uji F hasilnya variabel kualitas produk, promosi, dan persepsi harga berpengaruh secara simultan atau bersama-sama terhadap keputusan pembelian. Jadi peneliti menarik kesimpulan yaitu kualitas produk, promosi, persepsi harga Fore sudah cukup bagus dan memenuhi harapan konsumen sehingga berpengaruh terhadap keputusan pembelian di Fore Coffe.
Kata Kunci: Kualitas Produk, Promosi, Persepsi Harga, dan Keputusan Pembelian
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