PENGARUH PRICE BUNDLING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN HOKBEN : Survei terhadap Pengikut Instagram @hokben_id

    Yenniraya, - and Ayu Krishna Yuliawati, - and Asep Miftahuddin, - (2025) PENGARUH PRICE BUNDLING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN HOKBEN : Survei terhadap Pengikut Instagram @hokben_id. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Perubahan gaya hidup masyarakat yang serba cepat meningkatkan permintaan terhadap makanan siap saji. Hal ini membuat persaingan antar restoran cepat saji, termasuk HokBen, semakin ketat. Salah satu tantangan yang dihadapi HokBen adalah penurunan peringkat brand index, yang mencerminkan menurunnya preferensi konsumen terhadap merek tersebut. Di tengah konsumen yang semakin selektif, penting untuk mengkaji sejauh mana strategi price bundling dan kualitas produk berpengaruh terhadap keputusan pembelian konsumen HokBen. Penelitian ini bertujuan untuk mengetahui pengaruh price bundling dan kualitas produk terhadap keputusan pembelian konsumen HokBen. Penelitian ini menggunakan pendekatan kuantitatif dengan desain deskriptif dan kausalitas. Sampel penelitian terdiri dari 410 responden yang merupakan pengikut akun Instagram resmi HokBen (@hokben_id). Pengumpulan data dilakukan melalui penyebaran kuesioner daring menggunakan Google Form, dan dianalisis dengan metode Structural Equation Modeling (SEM) menggunakan software SmartPLS v4. Hasil penelitian menunjukkan bahwa persepsi konsumen terhadap Price Bundling dan Kualitas Produk HokBen berada pada kategori sangat baik. Kedua variabel tersebut terbukti memiliki pengaruh signifikan terhadap Keputusan Pembelian. Price Bundling dinilai memberikan keuntungan nilai dan mempermudah pengambilan keputusan, sementara Kualitas Produk memperkuat keyakinan konsumen terhadap standar mutu, rasa, dan tampilan produk. Temuan ini mempertegas bahwa kombinasi strategi harga yang tepat dan kualitas produk yang konsisten dapat meningkatkan daya tarik konsumen serta memperbaiki citra merek di tengah persaingan industri. The increasingly fast-paced lifestyle of society has led to a rising demand for practical and ready-to-eat meals. This situation has intensified competition among fast-food restaurants, including HokBen. One of the challenges faced by HokBen is a decline in its Brand Index ranking, indicating a decrease in consumer preference for the brand. As consumers become more selective, it is essential to examine how Price Bundling strategies and Product Quality influence Purchase Decisions of HokBen consumers. This study aims to determine the effect of Price Bundling and Product Quality on Purchase Decisions of HokBen consumers. The research adopts a quantitative approach with a descriptive and causal design. The sample consisted of 410 respondents who follow HokBen’s official Instagram account (@hokben_id). Data were collected through an online questionnaire using Google Form and analyzed using the Structural Equation Modeling (SEM) method with SmartPLS v4 software. The results show that consumers’ perceptions of HokBen’s Price Bundling and Product Quality are in the very good category. Both variables were found to have a significant influence on Purchase Decisions. Price Bundling is perceived to provide value and simplify decision-making, while Product Quality strengthens consumer confidence in the product’s standards, taste, and presentation. These findings confirm that a combination of effective pricing strategies and consistent product quality can enhance consumer appeal and improve brand image amid industry competition.

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Yenniraya# ID SINTA Dosen Pembimbing Dr. Ayu Krishna Yuliawati, S.Sos., M.M = 5977407 Dr. Asep Miftahuddin, S.SI., M.A.B = 6750370
    Uncontrolled Keywords: Price Bundling, Kualitas Produk, Keputusan Pembelian, Hokben Price Bundling, Product Quality, Purchase Decision, HokBen
    Subjects: H Social Sciences > HF Commerce
    L Education > L Education (General)
    T Technology > TX Home economics
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Yenni Raya
    Date Deposited: 29 Sep 2025 03:12
    Last Modified: 29 Sep 2025 03:12
    URI: http://repository.upi.edu/id/eprint/140859

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