PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOPI PADA FAMILYMART CITRA GARDEN 2 KALIDERES, JAKARTA BARAT

Abstrak

Perkembangan bisnis kedai kopi di Indonesia yang terus meningkat mendorong persaingan antar pelaku usaha, termasuk FamilyMart yang menawarkan kopi siap saji. Penelitian ini bertujuan untuk menganalisis pengaruh harga dan kualitas produk terhadap keputusan pembelian minuman kopi FamilyMart Citra Garden 2 Kalideres, Jakarta Barat. Penelitian menggunakan metode kuantitatif dengan teknik purposive sampling. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang pernah membeli minuman kopi FamilyMart Citra Garden 2 Kalideres, Jakarta Barat. Analisis data dilakukan menggunakan SPSS versi 25 melalui uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial harga tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, harga dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Nilai koefisien determinasi (R²) sebesar 0,667 menunjukkan bahwa 66,7% keputusan pembelian dipengaruhi oleh harga dan kualitas produk, sedangkan 33,3% sisanya dipengaruhi oleh faktor lain di luar penelitian.

The increasing development of coffee shop business in Indonesia encourages competition among business players, including FamilyMart which offers ready-to drink coffee. This study aims to analyze the influence of price and product quality on purchasing decisions for FamilyMart Citra Garden 2 Kalideres coffee drinks, West Jakarta. The study used a quantitative method with a purposive sampling technique. Data were obtained by distributing questionnaires to 100 respondents who had purchased FamilyMart Citra Garden 2 Kalideres coffee drinks, West Jakarta. Data analysis was carried out using SPSS version 25 through validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination (R²) tests. The results showed that partially price had no significant effect on purchasing decisions, while product quality had a positive and significant effect on purchasing decisions. Simultaneously, price and product quality had a significant effect on purchasing decisions. The coefficient of determination (R²) value of 0.667 indicates that 66.7% of purchasing decisions were influenced by price and product quality, while the remaining 33.3% were influenced by other factors outside the study.