ANALISIS PENGARUH FAKTOR-FAKTOR PADA PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN METODE REGRESI LINEAR (Studi Kasus di Minimarket Sidotemu Krian)
DOI:
https://doi.org/10.71282/jurmie.v2i8.793Keywords:
Faktor-faktor produk, Keputusan pembelian, Minimarket Sidotemu, Survei kuantitatifAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor produk (X) terhadap keputusan pembelian (Y) di minimarket, dengan studi kasus di minimarket Sidotemu, Krian. Keputusan pembelian konsumen dipengaruhi oleh berbagai factor terutama factor – factor yang melekat pada produk itu sendiri meliputi kualitas, harga, merek, desain, kemasan, ketersediaan, layanan, fitur dan inovasi produk. Harga yang kompetitif dan merek yang kuat dapat meningkatkan minat beli konsumen, sedangkan harga yang terlalu tinggi atau merek yang kurang dikenal dapat menurunkan minat beli. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Populasi penelitian adalah konsumen yang berbelanja di minimarket Sidotemu, Krian. Sampel diambil secara purposive sampling, dengan kriteria konsumen yang membeli produk air minum dalam kemasan botol ukuran sedang dan besar.. Data dikumpulkan melalui kuesioner yang terdiri dari pertanyaan mengenai persepsi harga, citra merek, dan keputusan pembelian untuk menguji pengaruh variabel independen terhadap variabel dependen.
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