Pengaruh Persepsi Kualitas Produk dan Harga Terhadap Keputusan Pembelian Konsumen Pada kopi Tuku Cabang Bintaro Tangerang Selatan
DOI:
https://doi.org/10.31334/cbzvmv24Abstract
Abstract.
This study was motivated by the rapid growth of the coffee shop industry in Indonesia, which has
intensified business competition. Changes in people's lifestyles have transformed coffee from merely
a consumption need into a part of social activities and modern lifestyle. Consequently, consumers
increasingly consider product quality and price before making purchasing decisions. This study
aimed to examine the influence of Perceived Product Quality and Price on Consumer Purchasing
Decisions at Kopi Tuku Bintaro Branch, South Tangerang. This research used a quantitative
approach using a causal associative method. The population consisted of consumers of Kopi Tuku
Bintaro Branch, with a sample of 180 respondents. Data were collected through a Likert-scale
questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The
analysis included validity testing, reliability testing, classical assumption testing, t-test, F-test, and
coefficient of determination analysis. The results indicated that Perceived Product Quality had a
positive and significant effect on Purchasing Decisions, with a t-value of 11.064 and a significance
value of 0.000 < 0.05. Price also had a positive and significant effect on Purchasing Decisions, with
a t-value of 6.640 and a significance value of 0.000 < 0.05. Simultaneously, Perceived Product
Quality and Price had a positive and significant effect on Purchasing Decisions, with an F-value of
313.898 and a significance value of 0.000 < 0.05. The contribution of both variables to Purchasing
Decisions is 78.7%, while the remaining 22.0% is influenced by other factors outside the scope of
this study.
Keywords: Brand Image; Perceived Product Quality, Purchasing Decisions
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