Pengaruh Harga, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Kopi Kenangan pada Mahasiswa Sekolah Vokasi IPB

Abstract

This study aims to analyze the relationships between price, product quality, and promotion and the purchase decisions of Kopi Kenangan among students of the Vocational School of IPB University. This study employed a quantitative approach with an associative research design. Primary data were collected through an online questionnaire using a purposive sampling technique. A total of 106 respondents who met the research criteria were analyzed using multiple linear regression after undergoing validity, reliability, and classical assumption tests. The simultaneous test results indicate that price, product quality, and promotion are jointly and significantly associated with purchase decisions, with an F-statistic of 44.916 and a significance value of 0.000. Partially, price and product quality show positive and significant relationships with purchase decisions, whereas promotion does not show a significant relationship, with a significance value of 0.418. The coefficient of determination (R²) of 0.569 indicates that the model explains 56.9% of the variation in purchase decisions, while the remaining 43.1% is associated with factors outside the model. These findings highlight the importance of price considerations and product quality in respondents' purchase decisions. However, the findings are limited to respondents selected through non-probability sampling; therefore, the generalizability of the results should be interpreted with caution.