TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints79973
UR  - http://digilib.unila.ac.id/79973/
A1  - Puteri, Silka Halyana
Y1  - 2024/02/23/
N2  - 
Penelitian ini menguji pengaruh antara harga, kualitas produk, keputusan 
pembelian, dan niat membeli pada konteks Mixue Ice Cream and Tea di Lampung.
Seiring dengan pertumbuhan pasar makanan dan minuman di Indonesia, memahami
faktor-faktor yang mempengaruhi pilihan konsumen merupakan hal yang sangat
penting bagi bisnis yang bergerak di industri ini. Secara khusus, konsumen sangat
mempertimbangkan faktor-faktor ini ketika memilih produk Es Krim dan Teh
Mixue. Survei terstruktur dilakukan untuk mengumpulkan data dari sampel
konsumen yang representatif di Lampung. Penelitian ini dilakukan secara
kuantitatif terhadap 112 responden. Penelitian dilakukan terhadap seluruh
masyarakat lampung yang mengetahui tentang Mixue dan pernah mengkonsumsi
produk Mixue Ice Cream dan Tea Lampung. Metode yang digunakan adalah
Structural Equation Model dengan software SmartPLS 4.0 tahun 2023. Hasil
penelitian ini membuktikan bahwa harga berpengaruh positif terhadap niat beli.
Harga berpengaruh positif terhadap keputusan pembelian. Kualitas produk
berpengaruh positif terhadap niat pembelian. Kualitas produk berpengaruh positif
terhadap keputusan pembelian. Niat membeli berpengaruh positif terhadap
keputusan pembelian. 

Kata Kunci: harga, kualitas produk, keputusan pembelian, minat membeli 
This study examines the influence between price, product quality, purchase
decisions, and purchase intention in the context of Mixue Ice Cream and Tea in
Lampung. As the food and beverage market in Indonesian continues to grow,
understanding the factors that influence consumer choices is of paramount
importance to businesses operating in this industry. Specifically, consumers weigh
these factors heavily when choosing Mixue Ice Cream and Tea products. A
structured survey was conducted to gather data from a representative sample of the
consumers in Lampung. This research was conducted quantitatively on 112
respondents. The research was conducted on all Lampung people who know about
Mixue and have consumed Mixue Ice Cream and Tea Lampung products. The
method used is Structural Equation Model with SmartPLS 4.0 software in 2023.
The results of this research prove that price has a positive effect on purchase
intention. Price has a positive effect on purchase decisions. Product quality has a
positive effect on purchase intention. Product quality has a positive effect on
purchase decisions. Purchase intention has a positive effect on purchase decisions.  
Keywords: price, product quality, purchase decisions, purchase intention 
PB  - FAKULTAS EKONOMI DAN BISNIS
TI  - THE INFLUENCE OF PRICE AND PRODUCT QUALITY ON
PURCHASE DECISIONS WITH PURCHASE INTENTION AS 
INTERVENING VARIABLE
(STUDY ON MIXUE LAMPUNG)
AV  - restricted
ER  -