Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Sosial Media Tiktok Terhadap Keputusan Pembelian Makanan Merek Nuna Kimbab di Krian Kabupaten Sidoarjo

Bella, Bella Amillia Cindy Puspitasary (2025) Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Sosial Media Tiktok Terhadap Keputusan Pembelian Makanan Merek Nuna Kimbab di Krian Kabupaten Sidoarjo. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, persepsi harga, dan promosi terhadap keputusan pembelian pada Nuna Kimbab. Metode penelitian yang digunakan adalah pendekatan kuantitatif, dengan teknik pengumpulan data melalui penyebaran kesioner 100 responden konsumen yang pernah membeli penyebaran kuesioner kepada 100 responden konsumen yang pernah membeli produk tersebut. Analisis data dilakukan dengan menggunakan bantuan software SPSS IBM 25. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh negatif tetapi signifikan terhadap keputusan pembelian, Hal ini dibuktikan dengan nilai signifikansi sebesar 0.000 < 0.05 dan nilai t hitung -3.964 dimana nilai absolut t hitung 3.964 > t tabel 1.661, sehingga dapat disimpulkan bahwa kualitas produk berpengaruh signifikan terhadap keputusan pembelian, Selanjutnya, persepsi harga juga berpengaruh signifikan terhadap keputusan pembelian, yang dibutuhkan dengan nilai signifikansi 0.000 < 0.05 serta nilai t hitung 4.707 > 1.661. Variabel promosi pun terbukti berpengaruh sgnifikan terhadap keputusan pembelian dengan nilai signifikansi 0.000 < 0.05 dan nilai t hitung 4.439 > 1.974. Secara simultan, ketiga variabel yaitu kualitas produk, persepsi harga dan promosi memiliki pengaruh signifikan terhadap keputusan pembelian. Hal ini didukung oleh hasil uji F yang menunjukkan nilai F hitung 41.628 > F tabel 2.70 dengan nilai variabel independen secara bersama-sama mempengaruhi keputusan pembelian konsumen.

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