PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA RELUNG KOPI TEBET, JAKARTA SELATAN

Abstract

The rapid growth of the coffee shop industry in the Tebet area of ​​South Jakarta has created intense business competition. Currently, Relung Kopi faces challenges regarding inconsistent product quality, price perceptions that do not yet align with the customer experience, and a decline in repeat visits from existing customers. This study aims to analyze the influence of product quality and price perception on consumer purchasing decisions at Relung Kopi. A quantitative approach was employed, utilizing questionnaires, observation, and a literature review. Based on an average population of 2,700 customers per month, a sample of 96 respondents was selected using the Slovin formula. Data analysis was conducted using SPSS software, encompassing tests for validity, reliability, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that product quality has a positive and significant partial effect on purchasing decisions (regression coefficient: 0.388; sig.: 0.000). Price perception also has a positive and significant effect on purchasing decisions (regression coefficient: 0.710; sig.: 0.000). Simultaneously, both variables were found to have a significant effect on purchasing decisions (sig.: 0.000). The R-squared value of 0.512 indicates that 51.2% of the variation in purchasing decisions can be explained by product quality and price perception, while the remaining 48.8% is influenced by factors outside the scope of this study.