PENGARUH PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KATERING DAPOER UNI ELVY DI BANDUNG

Muhammad Raihan, - and Nandang, - and Ismail Yusup, - (2025) PENGARUH PRODUK, HARGA, PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KATERING DAPOER UNI ELVY DI BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh produk, harga dan promosi terhadap keputusan pembelian konsumen pada Katering Dapoer Uni Elvy di Bandung. Penelitian ini dilatarbelakangi oleh adanya penurunan pesanan serta keterbatasan promosi digital yang belum optimal dalam menarik minat konsumen. Metode yang digunakan adalah pendekatan kuantitatif dengan jenis penelitian deskriptif asosiatif. Populasi dalam penelitian ini berjumlah 147 konsumen aktif, sedangkan sampel ditentukan menggunakan rumus Slovin sehingga diperoleh 108 responden dengan teknik purposive sampling berdasarkan kriteria pelanggan aktif. Pengumpulan data dilakukan melalui kuesioner menggunakan skala Likert. Teknik analisis data meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa produk, harga, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian baik secara parsial maupun simultan. Variabel promosi menjadi aspek dengan nilai terendah sehingga memerlukan peningkatan, khususnya dalam hal konsistensi unggahan dan daya tarik konten digital. This study aims to determine the effect of product, price and promotion on consumer purchasing decisions at Dapoer Uni Elvy Catering in Bandung. This study was motivated by a decline in orders and the limitations of digital promotions, which have not been optimal in attracting consumer interest. The method used is a quantitative approach with an associative descriptive research type. The population in this study consisted of 147 active consumers, while the sample was determined using the Slovin formula, resulting in 108 respondents using purposive sampling based on active customer criteria. Data collection was conducted through a questionnaire using a Likert scale. Data analysis techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination. The results showed that product, price, and promotion had a positive and significant effect on purchasing decisions, both partially and simultaneously. The promotion variable was the aspect with the lowest score, requiring improvement, particularly in terms of consistency of uploads and the appeal of digital content.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&user=_l6OeDQAAAAJ&view_op=list_works&gmla=AElLoL0CukmIO3XaXu005ddZqNtEhTAsGK-xq7WvDM-5x-jy3fV8eM_rsDvMcRr40OWLc_ablrdo_EozosqXv5u4 ID SINTA Dosen Pembimbing: Nandang: 6810537 Ismail Yusup: 6146933
Uncontrolled Keywords:	Produk, Harga, Promosi perilaku konsumen, strategi pemasaran, industri katering, UMKM Product, Price, Promotion, consumer behavior, marketing strategies, catering industry, MSMEs
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Muhammad Raihan
Date Deposited:	29 Dec 2025 06:37
Last Modified:	29 Dec 2025 06:37
URI:	http://repository.upi.edu/id/eprint/146142

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