Kualitas Produk, Persepsi Harga, Citra Merek dan Promosi terhadap Proses Keputusan Pembelian (Studi Pada Banaran 9 Coffee and Tea di Gemawang, Kabupaten Semarang)
| Main Authors: | Syamsidar, Rizky, Soliha, Euis |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomika dan Bisnis, Universitas Stikubank
, 2019
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| Online Access: |
https://www.unisbank.ac.id/ojs/index.php/fe3/article/view/7654 https://www.unisbank.ac.id/ojs/index.php/fe3/article/view/7654/3171 |
Daftar Isi:
- This study examines the effect of product quality, price perception, brand image, and promotion on the purchasing decision process. This research is conducted in Banaran 9 Coffee & Tea, Gemawang, Semarang Regency. The sampling method uses the purposive sampling and the data collection uses a questionnaire. The research is done from 2017 to 2019. Relations and / or influence between variables are explained using multiple regression analysis methods. The results show that the perception of price and promotion have a positive and significant influence on the process of purchasing decisions, while product quality and brand image do not significantly influence the process of purchasing decisions
- Penelitian ini menguji pengaruh kualitas produk, persepsi harga, citra merek dan promosi terhadap proses keputusan pembelian. Penelitian ini dilakukan di Banaran 9 Coffee & Tea, Gemawang, Kabupaten Semarang. Metode pengambilan sampel menggunakan purposivesampling dan pengumpulan data menggunakan kuesioner. Periode penelitian tahun 2017 sampai dengan 2019. Hubungan dan atau pengaruh antar variabel dijelaskan dengan mnggunakan metode analisa regresi berganda. Hasil penelitian menunjukan bahwa persepsi harga dan promosi memiliki pengaruh positif dan signifikan terhadap proses keputusan pembelian, sedangkan kualitas produk dan citra merek tidak berpengaruh signifikan terhadap proses keputusan pembelian.