Pengaruh Kualitas Produk, Cita Rasa dan Harga terhadap Keputusan Pembelian Lumpia Beef Viral Cabang Mojosongo (Survei pada Konsumen di Kota Surakarta)

Muhammad Iqbal Rasanta; Sumaryanto Sumaryanto

doi:10.31004/riggs.v5i2.13957

Authors

Muhammad Iqbal Rasanta Universitas Slamet Riyadi
Sumaryanto Sumaryanto Universitas Slamet Riyadi

DOI:

https://doi.org/10.31004/riggs.v5i2.13957

Keywords:

Kualitas Produk, Cita Rasa, Harga, Keputusan Pembelian, Kuliner

Abstract

Perkembangan bisnis kuliner di Kota Surakarta mendorong persaingan yang semakin ketat sehingga pelaku usaha perlu memahami faktor-faktor yang memengaruhi keputusan pembelian konsumen. Kondisi penjualan Lumpia Beef Viral Cabang Mojosongo yang mengalami fluktuasi menunjukkan pentingnya perhatian terhadap kualitas produk, cita rasa, dan harga sebagai pertimbangan konsumen dalam melakukan pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, cita rasa, dan harga terhadap keputusan pembelian Lumpia Beef Viral Cabang Mojosongo di Kota Surakarta. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian terdiri atas 100 konsumen yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert dan dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien regresi sebesar 0,261 dan nilai signifikansi 0,001. Cita rasa berpengaruh positif dan signifikan dengan koefisien sebesar 0,376 dan nilai signifikansi <0,001, sedangkan harga berpengaruh positif dan signifikan dengan koefisien sebesar 0,298 dan nilai signifikansi <0,001. Model penelitian dinyatakan layak dengan nilai F sebesar 27,635 dan signifikansi <0,001, serta mampu menjelaskan 44,7% variasi keputusan pembelian. Penelitian ini menyimpulkan bahwa peningkatan kualitas produk, pemeliharaan cita rasa yang sesuai dengan selera konsumen, dan penetapan harga yang kompetitif dapat meningkatkan keputusan pembelian konsumen Lumpia Beef Viral Cabang Mojosongo.

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