PENGARUH SUASANA TOKO, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI KEDAI ROTI IBU SAYA DEPOK
DOI:
https://doi.org/10.31004/jrpp.v7i3.30741Keywords:
Suasana, Persepsi Harga, Kualitas Produk, Keputusan Pembelian.Abstract
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana suasana toko, persepsi harga, dan kualitas produk memengaruhi keputusan pembelian pelanggan di Kedai Roti Ibu Saya di Depok. Metodologi deskriptif kuantitatif digunakan dalam penelitian ini. Metode yang digunakan yaitu Accidental sampling. Menggunakan sampel 100 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode regresi linier berganda dengan bantuan software SPSS 25. Hasil penelitian secara parsial menunjukkan bahwa suasana toko (H1) tidak memiliki pengaruh signifikan terhadap keputusan pembelian sementara persepsi harga (H2) dan kualitas produk (H3) memiliki pengaruh signifikan terhadap keputusan pembelian.lalu secara simultan suasana toko, persepsi harga dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian.References
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