Pengaruh Kualitas Produk dan Harga Terhadap Minat Beli Pada D’fortuna Bakery Di Kota Palembang

Florensia Angelica; Retno Budi Lestari

doi:10.31004/riggs.v5i1.6346

Authors

Florensia Angelica Universitas Multi Data Palembang
Retno Budi Lestari Universitas Multi Data Palembang

DOI:

https://doi.org/10.31004/riggs.v5i1.6346

Keywords:

Kualitas Produk, Harga, Minat Beli, Bakery, Pemasaran

Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya persaingan industri bakery yang menuntut pelaku usaha untuk memahami faktor-faktor utama yang memengaruhi minat beli konsumen. Dalam konteks persaingan yang semakin kompetitif, kualitas produk dan harga dipandang sebagai determinan penting dalam membentuk persepsi nilai serta ketertarikan konsumen, khususnya pada usaha bakery skala lokal. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan harga terhadap minat beli konsumen pada D’Fortuna Bakery di Kota Palembang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 190 responden yang mengetahui dan memiliki ketertarikan terhadap produk D’Fortuna Bakery, dengan teknik purposive sampling. Analisis data dilakukan melalui uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, serta koefisien determinasi untuk menguji hipotesis penelitian. Hasil penelitian menunjukkan bahwa secara parsial kualitas produk dan harga berpengaruh positif dan signifikan terhadap minat beli konsumen. Secara simultan, kedua variabel tersebut juga terbukti berpengaruh signifikan terhadap minat beli dengan kontribusi sebesar 64,4%, sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian ini. Temuan ini mengindikasikan bahwa minat beli konsumen merupakan hasil kombinasi persepsi terhadap kualitas produk dan kesesuaian harga. Oleh karena itu, pengelolaan kualitas produk yang konsisten serta penetapan harga yang kompetitif menjadi strategi penting bagi D’Fortuna Bakery dalam meningkatkan dan mempertahankan minat beli konsumen.

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