Pengaruh Harga dan Promosi terhadap Keputusan Pembelian Produk Kopi Sejuta Jiwa pada Konsumen di Kota Depok

Abstract

The coffee business in Indonesia has experienced rapid growth, accompanied by increasingly intense business competition, making Price and Promotion factors that need to be considered in increasing consumer Purchase Decisions. This study aims to analyze The Effect of Price and Promotion on the Purchase Decision of Kopi Sejuta Jiwa Products Among Consumers in Depok City, both partially and simultaneously. This study uses a quantitative method with a causal associative approach. The population consisted of consumers who had purchased Kopi Sejuta Jiwa products. The sample size was determined using the Lemeshow formula, resulting in 96 respondents. The sample was selected using a nonprobability sampling technique with a purposive sampling approach based on the criteria of having purchased Kopi Sejuta Jiwa products and being domiciled in Depok City. Data were collected online through Google Forms using a five-point Likert scale and analyzed using IBM SPSS Statistics version 25. Data analysis was conducted through data quality testing, classical assumption testing, t-test, F-test, coefficient of determination, and multiple linear regression analysis. The results show that Price has a positive and significant effect on Purchase Decision, with a t-value of 23.251 and a significance value of 0.000. Promotion also has a positive and significant effect, with a t-value of 3.987 and a significance value of 0.000. Simultaneously, Price and Promotion have a positive and significant effect, with an F-value of 410.258 and a significance value of 0.000. The R Square value of 0.898 indicates that Price and Promotion explain 89.8% of the variation in Purchase Decision, while the remaining 10.2% is explained by other factors outside the study, including product quality, service quality, and brand image.