Pengaruh Kualitas Produk Dan Sales Promotion Terhadap Minat Beli Coffee Shop Terfavorit Di Kota Bandung

Anet Ermi Novia, Putu Nina Madiawati

Abstract

ABSTRAK Dimana semakin banyaknya pesaing membangkitkan semangat para pelaku bisnis untuk lebih meningkatkan Kualitas produk dan Sales promotion terhadap Minat beli. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kualitas produk dan sales promotion terhadap minat beli pada konsumen Coffee shop di Kota Bandung. Metode penelitian yang digunakan adalah deskriptif, skala pengukuran yang digunakan adalah skala likert. Populasi penelitian ini adalah konsumen Coffee shop (kopi anjis, armor kopi, two cents, cups coffee & kitchen, yellow truck) dengan sampel sebanyak 400 responden. Teknik sampling yang digunakan dalam penelitian teknik cluste. Metode analisis data yang digunakan pada penelitian ini adalah Statistical Product and Service Solutions (SPSS 23). Hasil penelitian menunjukkan bahwa karakteristik responden pada penelitian ini didominasi oleh pria, dengan rentang usia 15-25 tahun. Kemudian responden yang memiliki status mahasiswa berada diurutan pertama, dan responden yang mengetahui Coffee shop Bandung dari teman atau relasi berada diurutan pertama. Berdasarkan hasil hipotesis kualitas produk berpengaruh signifikan terhadap minat beli karena nilai signifikan < 0,05 (0,023) dan variabel sales promotion disimpulkan berpengaruh signifikan terhadap minat beli karena nilai signifikan < 0,05 (0,000). Pengujian Kualitas Produk secara parsial, t hitung (2,280) > t tabel (1,649) dan Sales Promotion secara parsial. Hal ini berarti Kualitas Produk dan Sales Promotion berpengaruh signifikan terhadap Minat Beli di Coffee shop Bandung. Berdasarkan hasil penelitian dapat disimpulkan bahwa kualitas produk dalam kategori baik, sales promotion dalam ketagori baik, serta minat beli dalam kategori baik. Kata Kunci : Kualitas Produk, Sales Promotion, Minat Beli ABSTRACT Where many competitors will make the spirit of business people to improve product quality and sales promotion against buying interest. This study aims to determine how much influence the quality of products and sales promotions on buying interest in consumers Coffee Shop in the city of Bandung. The research method used is descriptive, the measurement scale used is the Likert scale. The population of this research is consumers of coffee shops (coffee beans, coffee armor, two cents, cups coffee & kitchen, yellow truck) with a sample of 400 respondents. The sampling technique used is cluste engineering research. The data analysis method used in this study is Statistical Product and Service Solutions (SPSS 23). The results showed that the characteristics of respondents in this study were dominated by men, with an age range of 15-25 years. Then respondents who have student status are ot the first rank, and respondents who know the Bandung Coffee shop from friends or relatives are in the first place.Based on the results of the product quality hypothesis has a significant effect on buying interest because the significant value is <0.05 (0.023) also the sales promotion variable is concluded to have a significant effect on buying interest because of the significant value <0.05 (0,000). Based on testing of Product Quality partially, t count (2,280)> t table (1,649) and Sales Promotion partially, t count (8,709)> t table (1,649). That means Product Quality and Sales Promotion have a significant effect on Buying Interest in the Bandung Coffee shop. Based on the results of the study it can be concluded that the quality of products in good categories, sales promotion in good categories, and buying interest in the good category. Keyword: Product Quality, Sales Promotion, Buying Interes

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