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All Journal Al-MIKRAJ: Jurnal studi Islam dan Humaniora Journal of Economics, Bussiness and Management Issues Human Capital Development Panorama Nusantara Jurnal Ekonomi, Manajemen, Akuntansi
Chodidjah, Suryani
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Human Capital Development

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PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI KEDAI STEAK NUSANTARA Laksono, Anugrah Tri; Chodidjah, Suryani
Human Capital Development Vol 11 No 1 (2024): Human Capital Development
Publisher : Human Capital Development

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Penelitian ini bertujuan untuk mengkaji pengaruh kualitas produk, persepsi harga, dan kualitas pelayanan terhadap keputusan pembelian di Kedai Steak Nusantara. Metode pengambilan sampel menggunakan teknik accidental sampling. Metode survei untuk mengumpulkan data dalam penelitian digunakan dengan kueisoner terstruktur. Populasi penelitian ini adalah seluruh konsumen yang berkunjung ke Kedai Steak Nusantara, dengan sampel sebanyak 100 responden. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan analisis model regresi linear berganda berserta uji asumsi klasik seperti uji normalitas, heteroskedastisitas, multikolinearitas, dan linearitas. Selain itu, hipotesis di evaluasi menggunakan uji f dan uji t. Hasil uji f penelitian menunjukkan bahwa kualitas produk, persepsi harga, dan kualitas pelayanan secara simultan berpengaruh signifikan terhadap keputusan pembelian dan hasil uji t secara parsial kualitas produk, persepsi harga, kualitas pelayanan berpengaruh signifikan positif terhadap keputusan pembelian di Kedai Steak Nusantara.
PENGARUH PERSEPSI HARGA, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN Iqbal, Muhammad; Chodidjah, Suryani
Human Capital Development Vol 12 No 2 (2025): Human Capital Development
Publisher : LPPM Universitas Asa Indonesia

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This study aims to analyze the influence of price perception, brand image, and promotion on the purchasing decisions of Es Teh Indonesia consumers at TB. Simatupang. The research used a quantitative approach with a survey method by distributing questionnaires to 100 respondents selected through purposive sampling based on criteria relevant to the research objectives. Data were analyzed using multiple linear regression to identify partial and simultaneous effects of the three independent variables on the dependent variable, namely consumer purchasing decisions. The results show that price perception, brand image, and promotion jointly have a significant influence on purchasing decisions. Partially, each variable also has a positive and significant effect. Among these variables, promotion is the most dominant factor in driving purchasing decisions, as it can attract attention, create interest, provide clear information, build emotional connections, foster strong trust, and increase the likelihood of repeated purchases consistently and sustainably in the future
PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE SUDUT TIMUR Yarsah, Wanda Pandu Dechlisa; Chodidjah, Suryani
Human Capital Development Vol 12 No 3 (2025): Human Capital Development
Publisher : LPPM Universitas Asa Indonesia

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This study aims to determine the influence of product quality, promotion, and price perception on consumer purchase decisions at Corner Timur Café. The method used is quantitative method with a survey approach. The population in this study includes all consumers of Corner Timur Café, with a total of 127 respondents selected through purposive sampling during visits to the café in March 2025. Data were collected through the distribution of questionnaires and analyzed using SPSS software version 25. The results showed that product quality and promotion had a positive and significant effect on consumer purchase decisions, while price perception did not have a significant effect. These findings indicate that purchasing decisions are influenced more by the quality of the products offered and the effectiveness of promotions rather than price considerations. Therefore, it is recommended that Corner Timur Café prioritize improving product quality and developing a more attractive promotional strategy to increase consumer appeal and encourage increased sales.
Co-Authors Darmayudha, Drian Rizki Laksono, Anugrah Tri Muhammad Iqbal Nuraini, Dwi Puji Sabilla, Fahira Nur Sihombing, Kevin Afriandi Yarsah, Wanda Pandu Dechlisa