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Hesi Eka Puteri
UIN Sjech M. Djamil Djambek Bukittinggi
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Pengaruh Desain Produk, Harga, Etika Bisnis Islam, dan Kualitas Produk terhadap Keputusan Pembelian Kopi Robusta Home Industry di Kecamatan Jangkat Angga Rizki Prawira; Hesi Eka Puteri
Jurnal Multidisiplin Indonesia Vol. 4 No. 2 (2026): Juni: Jurnal Multidisiplin Indonesia
Publisher : PT. ALHAFI BERKAH INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62007/joumi.v4i2.826

Abstract

This study is a field research project employing a descriptive quantitative approach. Data sources comprised primary data obtained directly from respondents via structured questionnaires, alongside secondary data supporting the theoretical framework and the research area's context. Moderated Regression Analysis (MRA) was utilized as the analytical method using SmartPLS software, with a sample size of 194 respondents consisting of consumers of home-industry Robusta coffee. Partial testing (t-test) results indicated that only Product Quality exerted a positive and significant influence on Purchase Decisions, whereas Product Design, Price, and Islamic Business Ethics did not demonstrate a significant partial linear effect. However, the simultaneous F-test results revealed that all independent variables collectively exerted a significant influence on Purchase Decisions, with a contribution value (Adjusted R-Square) of 36.8%. Meanwhile, the moderation test (MRA) results disclosed that Consumer Experience (Z) significantly moderated the influence of Price on Purchase Decisions, acting to weaken that relationship (negative moderation). Conversely, Consumer Experience did not moderate the influence of the other independent variables on Purchase Decisions. The study's implications suggest that business operators should maintain consistent coffee flavor quality and provide product education to foster positive consumer experiences.
Co-Authors Aisya Ramadani Alfin, Aidil Andespa, Wira Angga Rizki Prawira Anggreni, Melisa Anne Putri Anwar Sholihin Anwar Sholihin Arif Rahmat Asril, Rossyta Asyari Asyari Asyari Asyari, Asyari Aulia Gusli Ramadhona Baskara, Reina Tasha Daulay, Mahdalena Della Suhanda Putri Dhea Syahrilla Nur Hirma Dhea Syahrilla Nur Hirma Elvi Nasriandani Febby Irfayunita Fitri, Eriza Hamdani, Rafli Harahap, Muhammad Muda Harfandi, Harfandi Hawari, Rayzul Hidayatul Arief Hidayatul Arief Hutasoit, Ritjka Benela Ifriyansyah, Muhammad Fajar Iiz Izmuddin Illahi. S, Wahyu Nusantara Irfayunita, Febby Jamainida Zai Jeni Vebrianti Juita Romali Butar Butar Julita, Vewi Kenedi, Jon Khofaria Amini Hutapea M. Arifin Mahdalena Daulay Mela Indah Permata Sari Melisa Anggreni Melya Husna Miswardi Miswardi, Miswardi Mita Mita, Mita Muhammad Muda Harahap Mutiara Salsabila Delva Nasfi, Nasfi Nilawati, Siti Nurafni Sofya Parida mahrani siregar Putri, Aulia Nurila Putri, Friska Etvari Rahman, Ali Ratu, Dinda Rawati, Mesis Reina Tasha Baskara Reina Tasha Baskara Restika Restika Restika, Restika Revha Septia Ranika Rini Elvira Sabri Sabri Sadikin Sadikin Sadikin, Sadikin sandra dewi Sapitri, Yella Sari, Oktri Lola Setiyani, Bunga Ari Sholihin, Anwar Siti Faizah SRI ANGGRAINI Sri Anggraini Sukra, Widia Tifany Yeldi Astuti Vewi Julita Vewi Julita Vira Husna Winarno Winarno Wiza, Yerna Yerna Wiza Yogie Febiwandio Yulisa Khairani Yulisa Khairani Zai, Jamainida Zelfia Khairani ZUWARDI, ZUWARDI