PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KUDAPAN TRADISIONAL DI KECAMATAN KARANGAMPEL KABUPATEN INDRAMAYU

    Nisa Septri Wijayanti, - and Agus Sudono, - and Purna Hindayani, - (2025) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KUDAPAN TRADISIONAL DI KECAMATAN KARANGAMPEL KABUPATEN INDRAMAYU. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh persepsi harga, kualitas produk, dan kualitas pelayanan terhadap keputusan pembelian konsumen kudapan tradisional di Kecamatan Karangampel Kabupaten Indramayu. Lokasi penelitian ini berlokasi di Kecamatan Karangampel, Kabupaten Indramayu. Metode yang digunakan pada penelitian ini adalah deskriptif kuantitatif, dengan teknik penarikan sampel random sampling. Jumlah sampel yang digunakan yaitu 100 responden dengan karakteristik pernah mengetahui atau mencicipi serta berkunjung atau membeli kudapan tradisional di Kabupaten Indramayu. Teknik pengumpulan data yang digunakan adalah penyebaran kuesioner sebagai sumber data primer, sedangkan data sekunder diperoleh melalui studi literatur seperti jurnal, skripsi, dan informasi dari internet. Pengujian hipotesis dilakukan dengan analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa persepsi harga, kualitas produk, dan kualitas pelayanan berpengaruh positif dan signifikan baik secara parsial (uji-t) maupun simultan (uji-F) terhadap keputusan pembelian konsumen kudapan tradisional di Kecamatan Karangampel Kabupaten Indramayu. Nilai koefisien determinasi (R²) yang diperoleh adalah sebesar Rsquare 0,780, yang menunjukkan bahwa ketiga variabel independen tersebut mampu menjelaskan 78% variabel keputusan pembelian, sementara 22% sisanya dipengaruhi oleh faktor lain di luar variabel yang diteliti. The purpose of this study is to find out how the influence of price perception, product quality, and service quality on the purchase decision of traditional snacks in Indramayu Regency. The location of this research is located in Karangampel District, Indramayu Regency. The method used in this study is quantitative descriptive, with a random sampling sampling technique. The number of samples used was 100 respondents with the characteristics of having known or tasted and visited or bought traditional snacks in Indramayu Regency. The data collection technique used is the dissemination of questionnaires as a primary data source, while secondary data is obtained through literature studies such as journals, theses, and information from the internet. Hypothesis testing was carried out by multiple linear regression analysis. The results of this study show that the perception of price, product quality, and service quality have a positive and significant effect both partially (t-test) and simultaneously (F-test) on the decision to purchase traditional snacks in Indramayu Regency. The value of the determination coefficient (R²) obtained was Rsquare 0.780, which indicates that the three independent variables were able to explain 78% of the purchase decision variables, while the remaining 22% were influenced by factors other than the variables studied.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Agus Sudono : 6134240 Purna Hindayani : 6745708
    Uncontrolled Keywords: Persepsi Harga, Kualitas Produk, Kualitas Pelayanan, Keputusan Pembelian, Konsumen Kudapan Tradisional Karangampel, Indramayu Price Perception, Product Quality, Service Quality, Purchase Decision, Consumers of Traditional Snacks Karangampel, Indramayu
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    T Technology > TX Home economics
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
    Depositing User: Nisa Septri Wijayanti
    Date Deposited: 01 Oct 2025 01:23
    Last Modified: 01 Oct 2025 01:23
    URI: http://repository.upi.edu/id/eprint/141380

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