Pengaruh Citra Merek, Kualitas Produk, Persepsi Harga, dan Promosi terhadap Keputusan Pembelian Produk Hanasui pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya

pujianti, indah (2025) Pengaruh Citra Merek, Kualitas Produk, Persepsi Harga, dan Promosi terhadap Keputusan Pembelian Produk Hanasui pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk, persepsi harga, dan promosi terhadap keputusan pembelian produk Hanasui pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Penyebaran kuisioner. Populasi penelitian adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya yang mengetahui atau pernah menggunakan produk Hanasui. Sampel penelitian sebanyak 77 responden ditentukan menggunakan teknik purposive sampling. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert 1-5. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dengan bantuan software SPSS versi 25, Hasil penelitian menunjukkan bahwa secara parsial Citra Merek, Kualitas Produk, Persepsi Harga, dan Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian produk Hanasui. Selain itu, hasil pengujian secara simultan juga menunjukkan bahwa keempat variabel independen tersebut secara bersama sama berpengaruh signifikan terhadap keputusan pembelian. Nilai koefisiensi determinasi (R2 ) sebesar 0,830 menunjukkan bahwa 83,0% variasi keputusan pembelian dapat dijelaskan oleh citra merek, kualitas produk, persepsi harga dan promosi, sedangkan sisanya dipengaruhi oleh variabel lain di luar model penelitian.

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