ANALISIS PENGARUH HARGA DAN KUALITAS PRODUK MIE GACOAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

(Studi pada Pelanggan Mahasiswa Universitas Bhayangkara Jakarta Raya)

Authors

  • Dhiandra Namira Invionita, Jenio Prawirodinata, Khilda Fadilatun Nissa, Najwa Fitri Alfiana Putri, Shellvia Cahya Ramadhani, Dian Sudiantini Universitas Bhayangkara Jakarta Raya

Keywords:

Purchasing Decisions, Price, Product Quality, Consumers, Influence, Purchase

Abstract

This research aims to see how the quality and price of Mie Gacoan products influence consumers' decisions to buy what they want. The research results show that product quality has a positive and significant effect on consumers' decisions to buy what they want, while price has a negative and insignificant effect. The results of this research also show that product quality makes the biggest contribution to consumers' decisions to buy what they want, among other things. Thus, the Mie Gacoan company can improve the quality of its products so that customers prefer to buy their products.

References

Ahyari, A. (2010). Dasar-dasar Manajemen (Edisi 1). Yogyakarta : UGM BPFE.

Anggraeni Rahma, Alvina dan Euis Soliha. 2020. Kualitas Produk, Citra Merek dan Persepsi Harga terhadap Keputusan Pembelian pada konsumen Kopi Lain Hati Lamper Kota Semarang. Al Tijarah. Vol. 6, No. 3 (Special Issue) Desember 2020, 96-107.

Evi Okta Viana, Retno Hartati. 2022. Pengaruh Kualitas Produk, Harga, dan Lokasi terhadap Keputusan Pembelian pada Mie Gacoan di Daerah Istimewa Yogyakarta. Jurnal Manajemen dan Bisnis. Vol. 3, No. 2 (2022): Oktober | 149-164.

Kotler, P. (2003). Marketing Management. Pearson Education.

Ries, A. (2011). The 22 Immutable Laws of Marketing. HarperCollins Publishers.

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Published

2024-06-21

Issue

Vol. 2 No. 5 (2024): Mei

Section

Articles

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