Human Capital Development
Vol 10 No 1 (2023): Human Capital Development

Pengaruh Kualitas Produk, Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian Di Kopi Kenangan Ruko Muara Karang

Mochammad Aditya Safar (Universitas Asa Indonesia)
Bonifasius MH Nainggolan (Universitas Asa Indonesia)

Article Info

Publish Date
28 Apr 2023

Abstract

This study aims to determine the effect of product quality (X1), price perception (X2), and promotion (X3) on purchasing decisions (Y) partially and together on Kopi Kenangan Ruko Muara Karang. The sampling technique used in this study was purposive sampling using SmartPLS 3.0 and processing the data using PLS-SEM Path Analysis. The sample used was the consumers of Kopi Kenangan, Ruko Muara Karang, as many as 220 respondents. The results of the analysis obtained from this study are that the perception of price and promotion has a significant effect on purchasing decisions, while there is no significant effect on product quality variables on purchasing decisions.

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Journal Info
Human Capital Development
Website

Abbrev

hcd

Publisher

Universitas Asa Indonesia

Subject

Other

Description

Human Capital Development adalah jurnal ilmiah yang mempublikasikan hasil penelitiaan mahasiswa dan dosen S1 Manajemen Universitas Asa Indonesia, dan yang menjadi scope jurnal ini adalah khusus manajemen ...