(Universitas Mercu Buana Yogyakarta, Indonesia)(2) Awan Santosa
(Universitas Mercu Buana Yogyakarta, Indonesia)*corresponding author
AbstractPenelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra merek, dan persepsi harga terhadap keputusan pembelian produk Sofdoh Sourdough pada generasi Z di Daerah Istimewa Yogyakarta. Sampel dalam penelitian ini adalah 140 responden dengan menggunakan teknik pengambilan sampel metode purposive sampling. Hasil Uji Instrumen menyatakan bahwa data dalam penelitian ini terbukti valid dan reliabel. Hasil Uji Asumsi Klasik dinyatakan data dalam penelitian ini terdistribusi secara normal dan menghasilkan model regresi yang bebas dari multikolinearitas dan heterokedastisitas. Hasil penelitian ini membuktikan bahwa: (1) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian produk Sofdoh Sourdough pada generasi Z di Daerah Istimewa Yogyakarta. (2) Citra Merek tidak berpengaruh signifikan terhadap Keputusan Pembelian produk Sofdoh Sourdough pada generasi Z di Daerah Istimewa Yogyakarta. (3) Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian produk Sofdoh Sourdough pada generasi Z di Daerah Istimewa Yogyakarta. Temuan ini memberikan implikasi bagi perusahaan untuk memprioritaskan peningkatan kualitas produk dan strategi penetapan harga yang sesuai dengan persepsi konsumen. Selain itu, penelitian ini juga memberikan kontribusi akademis sebagai acuan bagi penelitian selanjutnya dalam memahami perilaku pembelian generasi Z terhadap produk makanan sehat. KeywordsKuaitas Produk, Citra Merek, Persepsi Harga, Keputusan Pembelian
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DOIhttps://doi.org/10.57235/jalakotek.v2i2.6677 |
Article metrics10.57235/jalakotek.v2i2.6677 Abstract views : 2 | PDF views : 7 |
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