Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Minat Beli Konsumen : Studi pada Konsumen Kaizen Heritage Bekasi

Muhammad Fauzan Zaen; Rycha Kuwara Sari; Murti Wijayanti

doi:10.61132/maeswara.v4i4.2672

Authors

Muhammad Fauzan Zaen Universitas Bhayangkara Jakarta Raya
Rycha Kuwara Sari Universitas Bhayangkara Jakarta Raya
Murti Wijayanti Universitas Bhayangkara Jakarta Raya

DOI:

https://doi.org/10.61132/maeswara.v4i4.2672

Keywords:

Coffee Shop, Consumer Purchase Intention, Price, Product Quality, Promotion

Abstract

The Influence of Product Quality, Price, and Promotion on Consumer Purchase Intention (A Study of Kaizen Heritage Bekasi Consumers). This study aims to determine the influence of product quality, price, and promotion on consumer purchase intention at Kaizen Heritage Bekasi. The study is motivated by the increasingly intense competition in the coffee shop business, which requires business owners to continuously improve product quality, set appropriate prices, and create highly attractive promotions to maintain customer loyalty. This research employs a quantitative method with a descriptive approach. Data collection was conducted by distributing questionnaires to 108 respondents who had purchased products at Kaizen Heritage Bekasi. Data analysis was performed using multiple linear regression testing via Statistical Product and Service Solutions (SPSS) software version 27. The results indicate that product quality has a positive but insignificant effect on consumer purchase intention, whereas price and promotion have a positive and significant effect on consumer purchase intention. Simultaneously, the three variables have a significant positive effect on consumer purchase intention. This study is expected to serve as a reference for coffee shop business owners in designing more effective marketing strategies to enhance customer loyalty.

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