Pengaruh Kualitas Produk dan Persepsi Harga terhadap Minat Beli Konsumen Produk Kopi di Sarang Kopi Kota Tebing Tinggi Mendukung Konsumsi Berkelanjutan

Ayka Khania; Sela Adinda; Dedy Dwi Arseto; Willy Cahyadi

doi:10.30640/inisiatif.v5i3.6973

Authors

Ayka Khania STIE Bina Karya
Sela Adinda STIE Bina Karya
Dedy Dwi Arseto STIE Bina Karya
Willy Cahyadi STIE Bina Karya

DOI:

https://doi.org/10.30640/inisiatif.v5i3.6973

Keywords:

Café, Price Perception, Product Quality, Purchase Intention, SmartPLS

Abstract

The purpose of this study is to determine and analyze the influence of product quality and price perception on consumer purchasing interest in coffee products at Sarang Kopi, Tebing Tinggi, both directly and simultaneously. This type of research is explanatory research that explains the causal relationship between variables through hypothesis testing. This study uses primary data collected using a questionnaire. The population in this study were coffee customers at the Sarang Kopi Tebing Tinggi cafe. The sample used in this study amounted to 96 respondents with a purposive sampling technique. In this study, the researcher used quantitative analysis. The test tool used was Partial Least Square (PLS) using SmartPLS 3.0 software. From the results of this test, it can be concluded that product quality has a significant effect on purchasing interest. Price perception has a significant effect on purchasing interest. Product quality and price perception have a simultaneous effect on purchasing interest. It is recommended that the Sarang Kopi cafe in Tebing Tinggi be able to update the quality of the products provided to its customers to increase customer purchasing interest.

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