PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI KENANGAN DI CIPUTRA WORLD SURABAYA
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Institusion
Universitas Katolik Darma Cendika
Author
Jovanka, Anastasia Graciella
Subject
HB Economic Theory
Datestamp
2024-03-01 05:16:00
Abstract :
This research aims to determine the influence of price, promotion and product quality on the decision to purchase memorable coffee at Ciputra World Surabaya.The number of samples in this study was 75 respondents, and data collection used a questionnaire, data processing used SPSS version 25. Based on the results of the data research, it can be said that all statement items were declared valid because Rcount > Rtable 0.225 and all variables were declared reliable because Cronbach alpha was more than 0 .70. The classical assumption test for normality, multicollinearity and heteroscedasticity has met the requirements, the multiple linear regression equation Y = 0.624 + 0.005 X1 + 0.101 X2 + 0.470 X3. Based on the results of data processing, the adjusted Rsquare value is 36.6%, where the contribution of price, promotion and product quality variables to purchasing decisions is low. The results of the t test showed that price and promotion had no effect on purchasing decisions, while product quality had a significant effect on purchasing decisions.
This research aims to determine the influence of price, promotion and product quality on the decision to purchase memorable coffee at Ciputra World Surabaya.The number of samples in this study was 75 respondents, and data collection used a questionnaire, data processing used SPSS version 25. Based on the results of the data research, it can be said that all statement items were declared valid because Rcount > Rtable 0.225 and all variables were declared reliable because Cronbach alpha was more than 0 .70. The classical assumption test for normality, multicollinearity and heteroscedasticity has met the requirements, the multiple linear regression equation Y = 0.624 + 0.005 X1 + 0.101 X2 + 0.470 X3. Based on the results of data processing, the adjusted Rsquare value is 36.6%, where the contribution of price, promotion and product quality variables to purchasing decisions is low. The results of the t test showed that price and promotion had no effect on purchasing decisions, while product quality had a significant effect on purchasing decisions.
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