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All Journal JURNAL EKOBIS DEWANTARA Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha
Fermiana, Dela
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEBLAK PASTA TAMAN SISWA BAGI MAHASISWA SEKOLAH TINGGI ILMU EKONOMI (STIE) WIDYA WIWAHA YOGYAKARTA Septiyaningrum, Erlina; Nur Fajar, Rizki; Fermiana, Dela; Asmarani Utami, Yuanika; Fergiawan, Denis
Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha Vol 1 No 1 (2023): Prosiding Seminar Nasional dan Call Paper STIE Widya Wiwaha
Publisher : Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32477/semnas.v1i1.629

Abstract

The purpose of this study was to determine the effect of price, product quality, and promotion on purchasing decisions of Seblak Pasta Taman Siswa products. The population in this study are Seblak Pasta Taman Siswa consumers, STIE Widya Wiwaha Yogyakarta students. This research is a quantitative research. The sample in this study was taken as many as 42 respondents with nonprobability sampling technique. The type of data used is primary and secondary data using data collection methods, namely questionnaires. Data analysis techniques are validity test, reliability test, classic assumption test, multiple regression analysis test, T-test, F-test and coefficient of determination test (R2). Based on the results of the t test analysis, it is known that price (X1) has a significant effect on purchasing decisions (Y) supported by t count (2.131) greater than t table 1.30364 with a significance value of 0.040 less than 0.5. (Y). Product quality (X2) has a significant effect on purchasing decisions (Y) supported by the t count (2.051) greater than t table 1.30364 with a significance value of 0.104 less than 0.5. (Y). Promotion (X3) has a significant effect on purchasing decisions (Y) supported by t count (1.665) greater than t table 1.30364 with a significance value of 0.047 less than 0.5 (5%), it can be concluded that the variable price (X1), product quality (X2) and promotion (X3) simultaneously have a positive and significant effect on purchasing decisions (Y). The results of the coefficient of determination show that the effect of the independent variable on the dependent is 0,699 or 66.9% and 33.1% is influenced by other variables outside of this variable.
PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN LEMONILO DENGAN MINAT BELI SEBAGAI MEDIASI (Studi Kasus Pada Masyarakat Umbulharjo Yogyakarta) Fermiana, Dela; Subkhan, Muhammad
JURNAL EKOBIS DEWANTARA Vol 8 No 2 (2025): JURNAL EKOBIS DEWANTARA
Publisher : Program Studi Manajemen Fakultas Ekonomi UST

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/ed_en.v8i2.4388

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga dan kualitas produk terhadap keputusan pembelian Mie instan Lemonilo dengan minat beli sebagai mediasi pada masyarakat Umbulharjo Yogyakarta. Metode penelitian ini menggunakan metode kuantitatif dan menggunakan pendekatan SEM dengan software SmartPLS 3.2.9. Sampel dalam penelitian ini menggunakan teknik purposive sampling dengan kriteria yang ditentukan, yang mana sampel ini mencakup 3 Kelurahan yang ada di Kecamatan Umbulharjo, dengan jumlah responden sebanyak 114 responden. Penelitian ini menyimpulkan bahwa variabel Harga berpengaruh secara positif dan signifikan terhadap Keputusan dan juga Minat Beli. Sedangkan variabel Kualitas Produk tidak berpengaruh secara signifikan terhadap Keputusan Pembelian, namun Kualitas Produk berpengaruh positif dan signifikan terhadap Minat Beli. Selain itu variabel Harga dapat mempengaruhi Keputusan Pembelian melalui Minat Beli pada produk Mie instan Lemonilo dan juga Kualitas Produk dapat mempengaruhi Keputusan Pembelian melalui Minat Beli pada produk Mie instan Lemonilo.
Co-Authors Asmarani Utami, Yuanika Fergiawan, Denis Nur Fajar, Rizki Septiyaningrum, Erlina Subkhan, Muhammad