THE INFLUENCE OF PRICE AND PRODUCT QUALITY ON PURCHASE DECISIONS WITH PURCHASE INTENTION AS INTERVENING VARIABLE (STUDY ON MIXUE LAMPUNG)

Puteri, Silka Halyana (2024) THE INFLUENCE OF PRICE AND PRODUCT QUALITY ON PURCHASE DECISIONS WITH PURCHASE INTENTION AS INTERVENING VARIABLE (STUDY ON MIXUE LAMPUNG). FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG.

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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)

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

Jenis Karya Akhir:	Skripsi
Subyek:	300 Ilmu sosial 300 Ilmu sosial > 330 Ekonomi 300 Ilmu sosial > 330 Ekonomi > 332 Ekonomi keuangan
Program Studi:	Fakultas Ekonomi dan Bisnis > Prodi S1-Manajemen
Pengguna Deposit:	2308820018 . Digilib
Date Deposited:	04 Apr 2024 03:50
Terakhir diubah:	04 Apr 2024 03:50
URI:	http://digilib.unila.ac.id/id/eprint/79973

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