Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Kopi Kenangan Cabang RS Yarsi Jakarta Pusat

Authors

  • Muisatun Institut Ilmu Sosial dan Manajemen STIAMI
  • Hanuna Shafariah Institut Ilmu Sosial dan Manajemen STIAMI

Abstract

Abstract.
This research was motivated by the increasing public interest in coffee drinking culture, with Kopi Kenangan
as one of the popular brands. The purpose of this research was to determine the influence of Product
Quality and Price on Consumer Purchasing Decisions at Kopi Kenangan, Yarsi Hospital Branch, Central
Jakarta. The sample in this research amounted to 170 respondents with a purposive sampling technique.
The research was conducted using SPSS Software version 24. Data testing techniques included validity
tests, reliability tests, classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple
linear regression analysis, and hypothesis testing (t-test and F-test). The results showed that Product
Quality (X1) had a positive and significant influence on Purchasing Decisions (Y) with a coefficient of
determination (R Square) of 51.6%. Price (X2) also had a positive and significant influence with an R
Square value of 51.1%. Simultaneously, Product Quality and Price had a positive and significant influence
on Purchasing Decisions, with an R-square value of 0.593. This meant that 59.3% of purchasing decisions
were influenced by these two variables, while 40.7% were influenced by other factors.

Keywords: Product Quality, Price, Purchasing Decisions, Kopi Kenangan

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Published

2026-04-13

Issue

Vol. 5 No. 5: Oktober 2025

Section

Articles

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