PENGARUH KUALITAS PRODUK, PROMOSI PADA KEPUASAN HARGA MELALUI KEPUTUSAN PEMBELIAN DI RESTORAN RICHEESE FACTORY JATIWARINGIN

Authors

  • Vini Nurbaniyah STIE Pariwisata Internasional (STEIN)
  • Meylani Tuti STIE Pariwisata Internasional (STEIN)

DOI:

https://doi.org/10.38076/ideijeb.v3i1.114

Keywords:

Product Quality, Promotion, Price Satisfaction, Purchasing Decisions

Abstract

The purpose of this study was to analyze and determine the effect of product quality and promotion  on  price  satisfaction  through  purchasing  decisions  at  Richeese  Factory Jatiwaringin. The population in this study are consumers who have made purchases more than twice and the sampling technique used is accidental sampling with a total of 201 respondents. The data analysis method used is the Structural Equation Model using Lisrel 8.7. The results showed that promotion had a significant effect on price satisfaction but product quality had no effect on price satisfaction. On the other hand, product quality has an influence on purchasing decisions and vice versa promotion has no effect on purchasing decisions. Meanwhile, price satisfaction has a significant effect on purchasing decisions.

 

Tujuan dari penelitian ini adalah untuk penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh kualitas produk dan promosi pada kepuasan harga melalui keputusan pembelian di Richeese Factory Jatiwaringin. Populasi dalam penelitian ini adalah konsumen yang sudah melakukan pembelian lebih dari dua kali dan teknik sampling yang digunakan adalah accidental sampling dengan jumlah responden sebanyak 201 orang. Metode analisis data yang digunakan adalah Structural Equation Model dengan menggunakan Lisrel 8.7. Hasil penelitian menunjukkan bahwa promosi memiliki pengaruh signifikan pada kepuasan harga namun kualitas produk tidak memiliki pengaruh pada kepuasan harga. Di sisi lain, kualitas produk memiliki pengaruh pada keputusan pembelian dan sebaliknya promosi tidak berpenga- ruh pada keputusan pembelian. Sementara itu, kepuasan harga berpengaruh signifikan pada keputusan pembelian.

References

Alamsyah, M. R., & Cahyono, K. E. (2021). Pengaruh Kualitas Produk, Harga, Promosi, dan Citra Merek Terhadap Keputusan Pembelian Pada Burger King Jemursari. Jurnal Ilmu Dan Riset Manajemen, 10(2), 6.

Ariyani, D. C., Arifin, R., & Hufron, M. (2020). Pengaruh Promosi, Harga dan Kualita Produk Terhadap Keputusan Pembelian Pada Produk McDonald’s Sarinah Malang. Jurnal Ilmiah Riset Manajemen, 9(11), 94–103.

Boniface, B., Gyau, A., & Stringer, R. (2012). Linking price satisfaction and business performance in Malaysia’s dairy industry. Asia Pacific Journal of Marketing and Logistics, 24(2), 288–304. https://doi.org/10.1108/13555851211218066

Firmansyah, A. (2019). Pemasaran dasar dan konsep. CV. Penerbit Qiara Media.

Gerung, C. J., Sepang, J., & Loindong, S. (2017). Effect of Product Quality, Price and Promotion To Decision Purchase Nissan X-Trail Car in Pt. Wahana Wirawan Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 5(2), 2221–2229.

Hurriyati, R. (2015). Bauran Pemasaran dan Loyalitas Konsumen. ALFABETA.cv.

Jang, S., Prasad, A., & Ratchford, B. T. (2017). Consumer Search of Multiple Information Sources and its Impact on Consumer Price Satisfaction. Journal of Interactive Marketing, 40, 24–40. https://doi.org/10.1016/j.intmar.2017.06.004

Kotler, P., & Amstrong, G. (2008). prinsip prinsip pemasaran (2).pdf (A. Maulana, D. Barnadi, & W. Hardani (eds.); 12th ed.). Penerbit Erlangga.

Kotler, P., & Kaller, K. (2007). manajemen pemasaran (J. Purba (ed.); 12th ed.). PT.INDEKS.

Laksana, F. (2008). Manajemen Pemasaran Pendekatan praktis .pdf (1st ed.). Graha Ilmu.

Lupiyoadi, R. (2001). Manajemen Pemasaran Jasa: Teori dan Praktik. Jakarta, Salemba Empat.

Maharani, S. (2019). Pengaruh Kualitas Produk, Kualitas Pelayanan, Persepsi Harga Terhadap Keputusan Pembelian Pizza Hut. IQTHISADequity, 2(1), 10–22.

Matzler, K., Würtele, A., & Renzl, B. (2006). Dimensions of price satisfaction: A study in the retail banking industry. International Journal of Bank Marketing, 24(4), 216–231. https://doi.org/10.1108/02652320610671324

Poespa, A., Cahyono, R., & Martah, V. (2020). Promosi Terhadap Keputusan Pembelian Kawasaki Ninja 250. 9(1), 1–10.

Rangkuti, F. (2009). Srategi promosi yang kreatif.pdf. PT Gramedia Pustaka Utama.

Sangadji, & Sopiah. (2013). perilaku konsumen pendekatan praktis (N. WK (ed.)). CV.ANDI OFFSET.

Santoso, K. W., Waluyo, H. D., & Listyorini, S. (2014). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Permen Tolak Angin Di Semarang. Jurnal Ilmu Administrasi Bisnis, 3(1), 95–105.

Sari, T. C., & Tuti, M. (2017). Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Pelanggan Di Warung Cita Rasa Cak Wanto. Majalah Ilmiah Panorama Nusantara, XII(2).

Sugiyono. (2017). Statistika Untuk Penlitian. ALFABETA.CV.

Swastha, B., & Irawan. (2008). Swastha dan Irawan (2nd ed.). LIBERTY YOGYAKARTA.

Vaclavic, V. A., & Christian, E. W. (2008). ESSENTIALS OF FOOD SCIENCE (Third Edit). Springer.

Vaclavik, V., & Christian, E. (2008). Essential of Food Science (3rd ed.). Springer Science and Business Media.

Wijaya, T. (2019). manajemen kualitas jasa. PT.INDEKS.

Wijayanti, H., & Handayani, C. M. S. (2015). Pengaruh Lokasi, Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Rumah Surodinawan Grandsite Pada Pt.Dwi Mulya Jaya Mojokerto. Majalah Ekonomi, 20(1), 109–123.

Zielke, S. (2008). Exploring asymmetric effects in the formation of retail price satisfaction. Journal of Retailing and Consumer Services, 15(5), 335–347. https://doi.org/10.1016/j.jretconser.2007.08.005

Downloads

Published

2022-08-12

Issue

Vol. 3 No. 1 (2022): JUNE 2022

Section

Articles

License

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

 Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.