PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MADU SYAQILA DI BOYOLALI

Abstrak

Fenomena hasil penjualan madu Syaqila di Toko Syaqila Boyolali selama tahun 2020-2024 menunjukkan bahwa tahun 2023 dan 2024 mengalami penurunan, data tersebut mengindikasikan menurunnya keputusan pembelian konsumen. Faktor yang mempengaruhi keputusan pembelian diantaranya adalah kualitas produk, persepsi harga dan promosi. Tujuan penelitian ini untuk menganalisis signifikansi pengaruh kualitas produk terhadap keputusan pembelian konsumen Madu Syaqila di Boyolali, untuk menganalisis signifikansi pengaruh persepsi harga terhadap keputusan pembelian konsumen Madu Syaqila di Boyolali, dan untuk menganalisis signifikansi pengaruh promosi terhadap keputusan pembelian konsumen Madu Syaqila di Boyolali. Populasi dari penelitian ini adalah seluruh konsumen Madu Syaqila di Boyolali dimana jumlahnya tidak diketahui secara pasti. Sampel yang diambil sejumlah 100 responden, dihitung dengan rumus Leedy dengan teknik purposive sampling. Teknik pengumpulan data menggunakan kuesioner yang dinilai dengan skala Likert 5-poin. Teknik analisis data menggunakan analisis regresi linier berganda, uji t, uji F dan Koefisien Determinasi. Hasil analisis regresi linier berganda diperoleh persamaan regresi Y = 1,958 + 0,132X1 + 0,236X2 + 0,336X3. Hasil uji menunjukkan bahwa (1) Kualitas produk berpengaruh signifikan terhadap keputusan pembelian konsumen di Toko Madu Syaqila Boyolali ditunjukkan dengan p value (0,000) < 0,05, dengan demikian hipotesis 1 terbukti. (2) Persepsi harga berpengaruh signifikan terhadap keputusan pembelian konsumen di Toko Madu Syaqila Boyolali ditunjukkan dengan p value (0,001) < 0,05, dengan demikian hipotesis 2 terbukti. (3) Promosi berpengaruh signifikan terhadap keputusan pembelian konsumen di Toko Madu Syaqila Boyolali ditunjukkan dengan p value (0,000) < 0,05, dengan demikian hipotesis 3 terbukti. Hasil uji F menunjukkan nilai F hitung 39,065 dengan ρ-value (0,000) < 0,05 artinya model yang digunakan untuk menguji pengaruh variabel Kualitas Produk, Persepsi Harga dan Promosi terhadap Keputusan Pembelian sudah tepat. Hasil uji koefisien determinasi diperoleh nilai Adjusted R2 0,536, artinya besarnya sumbangan pengaruh variabel independen Kualitas Produk, Persepsi Harga dan Promosi terhadap Keputusan Pembelian sebesar 53,6% sisanya 46,4% diterangkan oleh variabel lain diluar model misalnya pelayanan dan citra merek.

Syaqila honey sales at the Syaqila Store in Boyolali between 2020 and 2024 showed a decline in 2023 and 2024, indicating a decline in consumer purchasing decisions. Factors influencing purchasing decisions include product quality, price perception, and promotion. The purpose of this study was to analyze the significance of product quality on consumer purchasing decisions for Syaqila Honey in Boyolali, to analyze the significance of price perception on consumer purchasing decisions for Syaqila Honey in Boyolali, and to analyze the significance of promotion on consumer purchasing decisions for Syaqila Honey in Boyolali. The population of this study was all Syaqila Honey consumers in Boyolali, of which the exact number is unknown. A sample of 100 respondents was selected using the Leedy formula and purposive sampling technique. Data collection used a questionnaire scored on a 5-point Likert scale. Data analysis used multiple linear regression analysis, t test, F test and Coefficient of Determination. The results of the multiple linear regression analysis obtained the regression equation Y = 1.958 + 0.132X1 + 0.236X2 + 0.336X3. The test results show that (1) Product quality has a significant effect on consumer purchasing decisions at the Syaqila Honey Store in Boyolali, as indicated by a p-value of (0.000) < 0.05, thus hypothesis 1 is proven. (2) Price perception has a significant effect on consumer purchasing decisions at the Syaqila Honey Store in Boyolali, as indicated by a p-value of (0.001) < 0.05, thus hypothesis 2 is proven. (3) Promotion has a significant effect on consumer purchasing decisions at the Syaqila Honey Store in Boyolali, as indicated by a p-value of (0.000) < 0.05, thus hypothesis 3 is proven. The results of the F test show a calculated F value of 39.065 with a ρ-value (0.000) <0.05, meaning that the model used to test the influence of the variables Product Quality, Price Perception and Promotion on Purchasing Decisions is appropriate. The results of the determination coefficient test obtained an Adjusted R2 value of 0.536, meaning that the contribution of the influence of the independent variables Product Quality, Price Perception and Promotion on Purchasing Decisions is 53.6%, the remaining 46.4% is explained by other variables outside the model, such as service and brand image.