Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Pada Konsumen Toko Kopi Tuku Kelapa Dua Depok
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Abstract
Toko Kopi Tuku is a culinary business specializing in coffee and non-coffee beverages that operates amid increasingly intense competition driven by the rapid growth of the coffee industry in Indonesia. In this competitive environment, price and product quality are considered important factors that may influence consumers’ purchasing decisions. This study aims to examine the effects of price and product quality on purchasing decisions among consumers of Toko Kopi Tuku Kelapa Dua Depok. A quantitative research approach was employed, with respondents selected using a purposive sampling technique. The study involved 91 respondents who had purchased products from Toko Kopi Tuku Kelapa Dua Depok. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and the coefficient of determination (R²). The results indicate that price does not have a significant partial effect on purchasing decisions, as evidenced by a t-value of 1.113, which is lower than the critical t-value of 1.987, and a significance value of 0.269 > 0.05. In contrast, product quality has a positive and significant effect on purchasing decisions, with a t-value of 4.442, exceeding the critical t-value of 1.987, and a significance value of 0.000 < 0.05. Simultaneously, price and product quality have a significant effect on purchasing decisions, as indicated by an F-value of 20.075, which exceeds the critical F-value of 3.10, with a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 0.313 indicates that price and product quality explain 31.3% of the variation in purchasing decisions, while the remaining 68.7% is explained by other factors outside the scope of this study.
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References
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