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All Journal JURTEKSI JOURNAL OF SCIENCE AND SOCIAL RESEARCH Progresif: Jurnal Ilmiah Komputer INFOKUM Journal of Computer Networks, Architecture and High Performance Computing Jurnal Abdimas Bina Bangsa Innovative: Journal Of Social Science Research JURNAL EKONOMI BISNIS DAN MANAJEMEN Jurnal Ekonomi Bisnis dan Manajemen JRTI (Jurnal Riset Tindakan Indonesia)
Muhammad Ikhsan
Universitas Islam Negeri Sumatera Utara
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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PENGARUH HARGA, BRAND AWARENESS, DAN KUALITAS PRODUK TERHADAP MINAT BELI TEH GAMBIR (STUDI KASUS KABUPATEN PAKPAK BHARAT) Nurita Maha; Nurbaiti; Muhammad Ikhsan
JURNAL EKONOMI BISNIS DAN MANAJEMEN Vol. 2 No. 2 (2024): April : JURNAL EKONOMI BISNIS DAN MANAJEMEN
Publisher : CV. ALIM'SPUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jise.v2i2.689

Abstract

This research aims to determine the influence of price, brand awareness and product quality on interest in buying Gambir tea (Pakpak Bharat Regency case study) either partially or simultaneously. The discussion in this research is related to marketing management. In this regard, the method used in this research is a quantitative method. The number of samples in this study was 97 people using the Chocran formula. The data collection techniques used are observation, documentation and questionnaires. The results of the partial research show that there is a negative and significant influence of price on interest in buying Gambir Tea with a calculated price t value of -8,530 > t table 1.666 with a significant value of 0.000 <0.05, so Ho1 is rejected and Ha1 is accepted. There is no influence of Brand Awareness on interest in buying Gambir Tea, with the calculated t value for the Brand Awareness variable 650 t table 1.666 with a significant value of 0.517 above 0.05, so Ho2 is accepted and Ha2 is rejected. There is a positive and significant influence of Product Quality on interest in buying Gambir Tea with a t value of 6.343 and an r table of 1.666, so Ho3 is rejected and Ha3 is accepted. So it can be concluded simultaneously that Price, Brand Awareness and Product Quality influence buying interest in Gambir Tea.
Co-Authors Abdul Halim Hasugian Aidil Halim Lubis Andry Wiranda Hakiki Armansyah Armansyah As’Ary Sahlul Irsyad Ayu Amaliah Daffa Fadila Diah Ayu Anggraini Endah Avilia Chandra Gustina Permatasari Ritonga Lisma Autia Mhd Furqan Muhammad Chairul Azmi Muhammad Ridzki Hasibuan Nanda Qurrota Annisa Limbong Nurbaiti Nurita Maha Suhardi, Suhardi Supiyandi Supiyandi