Analisis Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Mixue (Studi Kasus Konsumen Cawang, Jakarta Timur)

Lubis, Eva Yolanda (2025) Analisis Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Mixue (Studi Kasus Konsumen Cawang, Jakarta Timur). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengevaluasi pengaruh kualitas produk dan harga terhadap keputusan konsumen dalam membeli produk Mixue konsumen Cawang, Jakarta Timur. Penelitian menggunakan metode kuantitatif dengan desain kausal. Sampel terdiri dari 74 responden yang dipilih menggunakan teknik purposive sampling berdasarkan kriteria usia 17- 29 tahun dan pengalaman pembelian minimal lima kali dalam empat bulan terakhir. Data dikumpulkan melalui kuesioner berbasis skala Likert dan dianalisis menggunakan uji Validitas, uji Reliabilitas, uji Asumsi Klasik, Analisis Regresi Linear Berganda, uji t, uji F, dan Koefisien Determinasi R². Hasil penelitian ini menunjukkan bahwa adanya perngaruh pengaruh secara parsial dari Kualitas Produk terhadap Keputusan Pembelian Produk Mixue Konsumen Cawang, Jakarta Timur dengan nilai sig 0,009 < 0,05, sementara itu, hasil uji t untuk variabel Harga terdapat pengaruh secara parsial dengan nilai sig 0,000 < 0,05, menunjukkan bahwa Harga berpengaruh secara parsial terhadap Keputusan Pembelian Produk Mixue Konsumen Cawang, Jakarta Timur. Kata Kunci : Kualitas Produk, Harga, Keputusan Pembelian. / This study aims to evaluate the impact of product quality and price on consumer purchase decisions regarding Mixue products in Cawang, East Jakarta. The research employs a quantitative approachwith a causal design. The sample consists of 74 respondents selected using purposive sampling based on the criteria of being between 17 and 29 years old and having made at least five purchases in the past four months. Data were collected through a Likert-scale questionnaire and analyzed using validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t�tests, F-tests, and coefficient of determination (R²). The results show that there is a partial significant effect of product quality on the purchase decision of Mixue products among consumers in Cawang, East Jakarta, with a significance value of 0.009 < 0.05. Additionally, the t�test results for the price variable indicate a significant partial effect with a significance value of 0.000 < 0.05, demonstrating that price also significantly influences the purchase decision of Mixue products in the area. Keywords: Product Quality, Price, Purchasing Decision

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