Pengaruh Harga, Promosi dan Kualitas Pelayanan terhadap Keputusan Pembelian pada Mixue Ice Cream dan Tea Nusukan Surakarta

Irfan Rizqi Pangestu; Retno Susanti

doi:10.55606/mri.v2i4.3188

Authors

Irfan Rizqi Pangestu Universitas Slamet Riyadi Surakarta
Retno Susanti Universitas Slamet Riyadi Surakarta

DOI:

https://doi.org/10.55606/mri.v2i4.3188

Keywords:

Purcashing decisions, price, promotion, service quality

Abstract

Consumer purchasing decisions are a process in consumer behavior where consumers have taken action to make a purchase after searching and understanding information. The increase in sales occurred at Mixue Ice Cream & Tea Nusukan, where this increase was one of the impacts of consumer decisions. This research purpose to analyze factors that influence purchasing decisions, including price, promotion and service quality at Mixue Ice Cream & Tea Nusukan. The population in this research are consumers who make purchases at Ice Cream & Tea Nusukan. The samples obtained were 100 people using Leedy technique calculations. The sampling technique used was accidental sampling with data collection techniques using questionnaires. Data analysis techniques in this research use validity tests, reliability tests, classical assumption tests, descriptive analysis, multiple linear regression analysis, t test, F test and coefficient of determination test. The results of the analysis stated that all questionnaire items as research instruments were valid and reliabel, as well as the classical assumption tests, including the multicollinearity test, autocorrelation test, heteroscedasticity test and normality test, all variabels were declared to have passed the classical assumption test. Multiple linear regression analysis obtained that all regression coefficients were positive with the equation Y= 3.809 + 0.134X1 + 0.365X2 + 0.230X3 + e which means that variabels X1 (price), X2 (promotion) and X3 (service quality) on Mixue Ice Cream & Tea Nusukan. Hypothesis testing shows that price has a significant effect on purchasing decisions at Mixue Ice Cream & Tea Nusukan. Promotions have a significant influence on purchasing decisions for Mixue Ice Cream & Tea Nusukan. Service quality has a significant influence on purchasing decisions at Mixue Ice Cream & Tea Nusukan. The F test states that the research model for the influence of the independent variabel on the dependent variabel is correct. The coefficient of determination test shows that price, promotion and service quality are able to explain purchasing decisions by 42.6%.

Downloads

Download data is not yet available.

References

Adita, R., Nersiwad, & Utami, B. (2023). Pengaruh marketing mix dan kualitas pelayanan terhadap keputusan pembelian produk minuman Mixue cabang Mojosari. Jurnal Manajemen Riset Inovasi, 1(4), 1–28. https://doi.org/10.55606/mri.v1i4.1778

Alvita, M., Rachman, A., Widjaja, W., & Wijaya, A. (2023). Pengaruh bauran ritel terhadap keputusan pembelian pada gerai Mixue di Jabodetabek. Management Studies and Entrepreneurship Journal, 4(5), 7144–7154.

Arianto, N. (2018). Customer service quality. Ar-Ruzz Media.

Arikunto, S. (2019). Prosedur penelitian: Suatu pendekatan praktik. Rineka Cipta.

Assauri, S. (2015). Manajemen pemasaran dasar, konsep, dan strategi. Rajawali Pers.

Ayu, N. D. S., & Aribowo, H. (2024). Pengaruh strategi 4P mixed marketing terhadap keputusan pembelian pada bisnis waralaba (Studi kasus Mixue Ice Cream dan Tea di Surabaya). Tamilis Synex: Multidimensional Collaboration, 2(1), 137–154.

Dharmmesta, B. S. (2014). Manajemen pemasaran modern. Liberty Offset.

Dharmmesta, B. S., & Handoko, T. H. (2015). Manajemen pemasaran: Analisa perilaku konsumen. BPFE.

Google Inc. (2024). Peta Mixue Nusukan Solo. https://maps.app.goo.gl/CJPPiKJENC8jq1s56 (accessed April 29, 2024).

Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.

Halim, A., Djaelani, K., & Anwarudin, M. K. (2023). Pengaruh kualitas produk, harga, dan lokasi terhadap keputusan pembelian (Studi pada franchise Es Teh Indonesia Tlogomas Kota Malang). E-Jurnal Riset Manajemen, 12(1), 816–827.

Hamdani, A. (2014). Manajemen pemasaran jasa. Salemba Empat.

Hartinah, A. S., Alim, S., & Satpatmantya, K. (2023). Pengaruh kualitas produk, harga, dan gaya hidup generasi Z terhadap keputusan pembelian Mixue Ice Cream and Tea. Seiko: Journal of Management and Business, 6(2), 345–353.

Havidz, H. B. H. (2022). Effect of price perception and service quality on purchase decision in Es Teh Indonesia. Dinasti International Journal of Economics Finance and Accounting, 3(4), 469–481.

Indrasari, M. (2019). Pemasaran dan kepuasan pelanggan. Unitomo Press.

Instagram.com. (2024). Mixue Nusukan Solo. https://www.instagram.com/mixuenusukansolo?igsh=MW9uMWMxY2VqcDRsOA== (accessed April 29, 2024).

Jasumin, R. J., & Andy. (2022). Pengaruh digital marketing, promosi dan kualitas pelayanan terhadap keputusan pembelian pada franchise Menantea di Kutabumi. Prosiding Ekonomi dan Bisnis, 2(2), 1–11.

Kasmir. (2018). Customer service excellent: Teori dan praktik. Raja Grafindo Persada.

Kotler, P. (2016). Dasar-dasar pemasaran. Bumi Aksara.

Kotler, P. (2018). Manajemen pemasaran. Erlangga.

Kotler, P., & Armstrong, G. (2017). Prinsip-prinsip pemasaran (13th ed.). Erlangga.

Kotler, P., & Keller, K. L. (2016). Manajemen pemasaran (12th ed.). Penerbit Indeks.

Laksana, M. F. (2019). Praktis memahami manajemen pemasaran. Al Fath Zumar.

Lupiyoadi, R. (2014). Manajemen pemasaran jasa. Salemba Empat.

Maryana, S., & Permatasari, B. (2021). Pengaruh promosi dan inovasi produk terhadap keputusan pembelian (Studi kasus pada gerai Es Teh Indonesia di Bandar Lampung). Jurnal Technobiz, 4(2), 62–69.

Maulidina, & Izzati, F. (2024). Keputusan pembelian minuman dan ice cream yang dipengaruhi oleh kualitas produk dan kualitas pelayanan (Studi kasus mahasiswa konsumen Mixue Ice Cream and Tea di Politeknik LP3I Medan). Jurnal Mimbar Administrasi, 21(1), 54–76.

Pasaribu, S. S. M., & Hidayat, A. M. (2023). Pengaruh harga dan kualitas produk terhadap keputusan pembelian Chatime dan Koi The di Kota Bandung. Jurnal Administrasi Bisnis, 13(2), 121–129.

Purwanto, E. A., & Sulistyastuti, D. (2017). Metode penelitian kuantitatif (2nd ed.). Gava Media.

Santoso, M. B., Widarko, A., & Slamet, A. R. (2024). Pengaruh harga, promosi produk, dan brand image terhadap keputusan pembelian Mixue Ice Cream and Tea (Studi pada konsumen Kota Malang). E-Jurnal Riset Manajemen, 13(1), 1559–1568.

Schiffman, L., & Kanuk, L. L. (2016). Perilaku konsumen. PT Indeks.

Setiadi, N. (2019). Perilaku konsumen: Perspektif kontemporer pada motif, tujuan dan keinginan konsumen. Kencana Prenada Media Group.

Setiawan, A., Karyatun, S., & Digdowiseiso. (2023). The influence of product quality, brand image, and service quality on the purchasing decision of Mixue Teluk Gong Ice Cream. Journal International Syntax of Admiration, 4(4), 699–713.

Sudaryono. (2016). Manajemen pemasaran: Teori dan implementasi. Andi Offset.

Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Sunjoyo. (2018). Aplikasi SPSS untuk smart riset. Alfabeta.

Sunyoto, D. (2014). Strategi pemasaran. CAPS.

Sunyoto, D. (2020). Dasar-dasar manajemen pemasaran. Center of Academic Publishing Service.

Tjiptono, F. (2014). Strategi pemasaran (4th ed.). Andi Offset.

Tjiptono, F. (2016). Service, quality, and satisfaction. Andi Offset.

Tjiptono, F. (2017). Pemasaran jasa: Prinsip, penerapan, dan penelitian. Andi Offset.

Umar, H. (2015). Metode penelitian untuk skripsi dan tesis. Rajawali.

Umar, H. (2016). Strategic management in action. Gramedia Pustaka Utama.

Wibowo, H. O., & Rahayu, S. (2021). Pengaruh kualitas pelayanan, harga, dan promosi terhadap keputusan pembelian pesan antar makanan GoFood di Kota Solo. Excellent: Jurnal Manajemen, Bisnis, dan Pendidikan, 8(1), 70–78. https://e-journal.stie-aub.ac.id/index.php/excellent

Wikipedia. (2021). Mixue Ice Cream & Tea. https://id.m.wikipedia.org/wiki/Mixue_Ice_Cream_%26_Tea (accessed April 15, 2024).