PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI PROMOSI SEBAGAI VARIABEL INTERVENING PADA KEDAI KOPI JANJI JIWA SURABAYA CABANG ROYAL REGAL

Abstract

This research aimed to find out the effect of product quality, and price on the purchasing decisions through promotion as the intervening variable at Janji Jiwa Coffee shop Royal Regal branch. The independent variables were product quality and price. While the dependent variable used purchasing decisions. Meanwhile, the intervening variable was promotion. TheTheThe researchresearch research researchresearch was was quantitative. Moreover, the population was all consumers of Janji Jiwa Coffee Shop who had ever bought coffee at Janji Jiwa Coffee Shop Royal Regal branch. Furthermore, the sampling technique used Lemeshow. The datadatadata collection collectioncollection collectioncollectioncollection collection techniquetechniquetechnique techniquetechnique techniquetechnique usedusedused purposive sampling. In line with that, there were 100 respondents as the sample. The instrument in the data collection technique used questionnaires. Additionally, the data analysis technique used PLS (Partial Least Square) with SmartPLS 3.0. The research result concluded that price, product quality, and promotion had a positive and significant effect on purchasing decisions. Likewise, both price and product quality had a positive and significant effect on the promotion. In addition, the result of the indirect effect showed that promotion as the intervening variable was able to mediate the effect of price positively and significantly on purchasing decisions. Similarly, promotion as the intervening variable was able to mediate the effect of product quality positively and significantly on purchasing decisions.