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All Journal Jurnal Review Pendidikan dan Pengajaran (JRPP) Community Development Journal: Jurnal Pengabdian Masyarakat
Siti Azzahra Surin
Universitas Simalungun
Humanities Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN PADA TOKO YESKO JAYA PEMATANG SIANTAR Risma Nurhaini Munte; Andien Fauzyah Simatupang; Innayah Jauhana Nasution; Siti Azzahra Surin; Fingki Tria Bila; Ada Arta Yulia Simarmata
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 6 No. 6 (2025): Vol. 6 No. 6 Tahun 2025
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v6i6.54511

Abstract

Penelitian ini bertujuan untuk menganalisis dan membuktikan pengaruh Harga (X1) dan Kualitas Produk (X2) secara parsial maupun simultan terhadap Minat Beli Konsumen (Y) di Toko Yesko Jaya. Metode penelitian yang digunakan adalah kuantitatif deskriptif dengan menyebarkan kuesioner kepada sejumlah konsumen Toko Yesko Jaya. Data dianalisis menggunakan Anal Kualitas produk memiliki pengaruh signifikan terhadap minat beli sebesar 58,0%, dengan nilai t hitung(4,510) lebih besar daripada nilai t tabel (2,048).Harga memiliki pengaruh signifikan terhadap minat beli sebesar 45,2%, dengan nilai t hitung (3,725) lebih besar daripada nilai t tabel (2,048).Kualitas produk dan harga secara simultan memiliki pengaruh signifikan terhadap minat beli, dengan kontribusi pengaruh sebesar 65,5% dan nilai F hitung (25,800) lebih besar daripada nilai F tabel (3,35).Dengan demikian, dapat disimpulkan bahwa kualitas produk dan harga memiliki pengaruh yang signifikan terhadap minat beli, baik secara individual maupun simultan.isis Regresi Linier Berganda. Hasil penelitian ini menunjukkan bahwa:
THE EFFECT OF TASTE AND PACKAGING ON BRAND LOYALTY OF TRADITIONAL SNACKS, SAMBO LAUGHING BREAD Liharman Saragih; Adelya Husnul Khotimah; M.Farhan Abdus Sattar; Siti Azzahra Surin; Fingki Tria Bila
Jurnal Review Pendidikan dan Pengajaran Vol. 9 No. 2 (2026): Vol. 9 No. 2 Tahun 2026
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jrpp.v9i2.59190

Abstract

This study aims to empirically examine the influence of taste and packaging on brand loyalty of Sambo Laughing Bread among students at the Faculty of Economics, Simalungun University. Sambo Laughing Bread is a superior local product facing competition from modern snacks on campus. The research method used was quantitative with a survey approach. The sample size was 30 respondents, drawn from active students of the Faculty of Economics through accidental sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression.The partial results indicate that: Taste has a significant influence on brand loyalty, confirming that Sambo's crunchy texture and distinctive sesame flavor are the main reasons for consumers to make repeat purchases.Packaging has a positive but slightly lower influence than taste, indicating that although the product's protective function is good, design innovation is needed to enhance its visual appeal to the younger generation. Simultaneously, both variables significantly influence brand loyalty, with a coefficient of determination (R2) indicating the independent variable's contribution in explaining consumer loyalty. The results of this study recommend that Sambo Laughing Bread management maintain its authentic taste while modernizing its packaging to strengthen its brand identity in the academic market.
Co-Authors Ada Arta Yulia Simarmata Adelya Husnul Khotimah Andien Fauzyah Simatupang Fingki Tria Bila Innayah Jauhana Nasution M.Farhan Abdus Sattar Saragih, Liharman