Pengaruh Kualitas Produk, Persepsi Harga, dan Promosi Melalui Media Sosial terhadap Keputusan Pembelian pada Dimsum Cumeyume Banyu Urip Surabaya

Sa'diyah, Annisa Fa'atus (2024) Pengaruh Kualitas Produk, Persepsi Harga, dan Promosi Melalui Media Sosial terhadap Keputusan Pembelian pada Dimsum Cumeyume Banyu Urip Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, persepsi harga dan promosi melalui media sosial terhadap keputusan pembelian. Penelitian ini menggunakan metode kuantitatif. Populasi dalam penelitian ini adalah konsumen Dimsum Cumeyume Banyu Urip Surabaya. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 responden dengan teknik non probability sampling (Purposive Sampling). Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner, kemudian data yang terkumpul dianalisis statistic dengan memanfaatkan program SPSS. Hasil dari penelitian yang di dapatkan dengan menggunakan uji t dan uji F menunjukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian pada Dimsum Cumeyume Banyu Urip Surabaya. Persepsi harga berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian Dimsum Cumeyume Banyu Urip Surabaya. Promosi melalui media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian Dimsum Cumeyume Banyu Urip Surabaya. Dalam uji koefisien determinasi didapatkan hasil data sebesar 70,5% yang dapat dijelaskan oleh kapasitas kualitas produk, persepsi harga, dan promosi melalui media sosial, sedangkan sisanya sebesar 29,5% dapat dijelaskan oleh pengaruh variabel lain yang tidak diteliti oleh penulis.

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