Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian pada Konsumen Kopi Jago Keliling di Wilayah Johar Baru Jakarta Pusat

Abstract

This study aims to analyze the partial and simultaneous effects of Product Quality (X1) and Price (X2) on Purchase Decisions (Y) among Jago Keliling Coffee consumers in Johar Baru, Central Jakarta. Using a quantitative approach, primary data were gathered through questionnaires distributed to 100 respondents aged 20–34 using a purposive sampling technique, then processed via SPSS including validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses.The results indicate that Product Quality has a positive and significant partial effect on Purchase Decision (t-count = 4.756 > t-table = 1.985; sig. = 0.001), contributing 17.2%, while Price also shows a positive and significant partial effect (t-count = 2.492 > t-table = 1.985; sig. = 0.014), contributing 3.24%. Simultaneously, both variables significantly influence Purchase Decision (F-count = 12.523 > F-table = 3.09; sig. = 0.001) with the regression equation Y = 11.429 + 0.308X1 + 0.151X2. An Adjusted R Square value of 0.205 indicates that Product Quality and Price jointly account for 20.5% of the variance in Purchase Decision, while the remaining 79.5% is influenced by other factors such as brand image, social media promotion, location, and service quality.