PENGARUH KUALITAS PRODUK, HARGA, TEMPAT DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE SEIYA DI RANTAUPRAPAT

FRI NANDA ARDIANSYAH, NPM 2101100209 (2025) PENGARUH KUALITAS PRODUK, HARGA, TEMPAT DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA CAFE SEIYA DI RANTAUPRAPAT. Tugas_Akhir(Artikel) JURNAL BISNIS MAHASISWA, 6 (5). pp. 2445-2460. ISSN 2807-2219(e-ISSN)

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Abstract

Tujuan – Penelitian ini bertujuan untuk menganalisis pengaruh marketing mix yang mencakup kualitas produk, harga, tempat, dan promosi terhadap keputusan pembelian konsumen pada Kafe Seiya di Rantauprapat. Desain/metodologi/pendekatan – Penelitian ini menggunakan pendekatan kuantitatif deskriptif dan verifikatif dengan teknik pengambilan sampel purposif terhadap 93 responden yang pernah berkunjung ke Kafe Seiya. Pengumpulan data dilakukan melalui kuesioner berskala Likert dan dianalisis menggunakan regresi linear berganda dengan bantuan perangkat lunak SPSS setelah melalui serangkaian uji validitas, reliabilitas, dan asumsi klasik Temuan – Secara simultan, kualitas produk, harga, tempat, dan promosi berpengaruh secara signifikan terhadap keputusan pembelian konsumen dengan kontribusi model sebesar 67,4%. Secara parsial, kualitas produk memberikan pengaruh paling dominan (β = 0,347), diikuti oleh promosi (β = 0,301), tempat (β = 0,261), dan harga yang memberikan pengaruh paling kecil (β = 0,167). Keterbatasan penelitian – Sebanyak 32,6% variasi keputusan pembelian konsumen dipengaruhi oleh faktor lain di luar model penelitian ini, seperti preferensi personal, pengaruh sosial, faktor emosional, dan pengalaman konsumen (word of mouth) yang belum dieksplorasi secara mendalam. Implikasi – Manajemen kafe disarankan untuk memprioritaskan kontrol kualitas bahan dan menu, merancang promosi yang inovatif (seperti optimalisasi media sosial dan kolaborasi influencer), menata interior yang nyaman, serta menerapkan strategi harga yang wajar dan berbasis nilai, seperti harga paket (bundle pricing). Kebaruan – Keterbaruan penelitian ini terletak pada kajian marketing mix di industri kafe pada wilayah kabupaten atau kota kecil (Rantauprapat) yang memiliki dinamika pasar dan budaya lokal tersendiri, di mana hasilnya membuktikan bahwa konsumen lokal lebih mengutamakan nilai (value) dan pengalaman dibandingkan dengan tingkat sensitivitas harga yang tinggi. Kata Kunci: Kualitas Produk, Harga, Tempat, Promosi, Keputusan Pembelian =============================================== Purpose – This study aims to analyze the effect of the marketing mix—comprising product quality, price, place, and promotion—on consumer purchasing decisions at Kafe Seiya in Rantauprapat. Design/methodology/approach – This study employed a descriptive and verificative quantitative approach using a purposive sampling technique, involving 93 respondents who had visited Kafe Seiya. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS software, following validity, reliability, and classical assumption tests. Findings – Simultaneously, product quality, price, place, and promotion significantly affect consumer purchasing decisions, with the model accounting for 67.4% of the variance. Partially, product quality exerts the most dominant influence (β = 0.347), followed by promotion (β = 0.301), place (β = 0.261), and price, which has the smallest effect (β = 0.167). Research limitations – Approximately 32.6% of the variance in purchasing decisions is influenced by external factors not included in this research model, such as personal preferences, social influence, emotional factors, and word of mouth, which have yet to be explored. Implications – Kafe management is advised to prioritize menu quality control, design innovative promotions (such as social media optimization and influencer collaborations), create comfortable interior layouts, and apply reasonable, value-based pricing strategies such as bundle pricing. Originality – The originality of this research lies in its examination of the marketing mix within the Kafe industry in a smaller regency-level city (Rantauprapat) with its own local market dynamics, revealing that local consumers prioritize value and experience over high price sensitivity. Keywords: Product Quality, Price, Place, Promotion, Purchasing Decision

Item Type:	Article
Uncontrolled Keywords:	Kualitas Produk, Harga, Tempat, Promosi, Keputusan Pembelian==============Product Quality, Price, Place, Promotion, Purchasing Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	20 Oct 2026 07:27
Last Modified:	20 Oct 2026 07:27
URI:	http://repository.ulb.ac.id/id/eprint/2933

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