Pengaruh Kualitas Produk, Pelayanan, dan Persepsi Harga Terhadap Keputusan Pembelian (Studi Pada Hawai Bakery Outlet Bandara Domine Eduard Osok Kota Sorong)

Ibnu Rusyid, Yolanda Kambuaya, Rizal Moni, Maurits F. Noya, Johana K.N.K, Ema Imelda Ronsumber, Frederika Yumame, Pahmi Pahmi

Abstract


Penelitian ini bertujuan menganalisis pengaruh kualitas produk, kualitas pelayanan, dan persepsi harga terhadap keputusan pembelian konsumen Hawai Bakery outlet Bandara Domine Eduard Osok Kota Sorong. Penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research. Teknik pengambilan sampel menggunakan sampel jenuh dengan jumlah responden sebanyak 53 konsumen. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa secara simultan kualitas produk, kualitas pelayanan, dan persepsi harga berpengaruh signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi sebesar 72,3%. Secara parsial, kualitas produk dan kualitas pelayanan berpengaruh positif dan signifikan, sedangkan persepsi harga tidak berpengaruh signifikan. Temuan ini mengindikasikan bahwa pada konteks ritel bandara, konsumen lebih memprioritaskan kualitas produk dan pelayanan dibandingkan faktor harga. Penelitian ini memberikan implikasi manajerial bagi pengelolaan strategi pemasaran berbasis peningkatan mutu produk dan pelayanan untuk mendorong keputusan pembelian.

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References


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DOI: https://doi.org/10.37531/sejaman.v9i1.11400

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