Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Terhadap Minat Beli Konsumen Pada Letisia Gallery di Jombang. (The Influence of Product Quality, Price Perception, and Promotion on Consumer Purchase Intention at Letisia Gallery in Jombang).

Sarwono, Raihan Satria (2024) Pengaruh Kualitas Produk, Persepsi Harga dan Promosi Terhadap Minat Beli Konsumen Pada Letisia Gallery di Jombang. (The Influence of Product Quality, Price Perception, and Promotion on Consumer Purchase Intention at Letisia Gallery in Jombang). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to analyze the influence of Product Quality, Price Perception, and Promotion on Consumer Purchase Intentions at Letisia Gallery in Jombang. Letisia Gallery is an SME operating in the creative industry, specializing in handmade carnival accessories such as wings, staffs, and crowns. Established in 2016, Letisia Gallery faces challenges in increasing consumer purchase intentions amidst market competition. The research employs a quantitative approach, collecting data through questionnaires involving 100 respondents who are Letisia Gallery's customers. Hypothesis testing was conducted using multiple linear regression analysis via SPSS 26. The results show that Product Quality (X1) and Price Perception (X2) have a positive and significant influence on Consumer Purchase Intentions (Y), while Promotion (X3) does not have a significant impact. Simultaneously, all three independent variables were found to influence Consumer Purchase Intentions (Y), with an adjusted R square value of 71.8%, indicating that the model explains most of the variation in consumer purchase intentions.

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