The Influence of Product Factors, Price Factors, and Promotional Factors on Purchasing Decisions for Janji Jiwa Coffee in Banjarmasin City

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Published: Oct 31, 2023
DOI: https://doi.org/10.62398/probis.v14i5.339
Keywords:
Product Factors, price factors, promotional factors, Soul Promise Coffee, Banjarmasin city
Issue
Vol. 14 No. 5 (2023): October: Management Science
Section
Articles
Statistics Article
Article View : 69 Times

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Noor Hasanah Putri
Universitas Sari Mulia Banjarmasin
Dyah Sri Wulandari
Sari Mulia University Banjarmasin
Nurul Hidayah
Sari Mulia University Banjarmasin

Abstract

Penelitian ini bertujuan untuk menyelidiki pengaruh produk, harga dan faktor promosi terhadap keputusan pembelian produk kopi "Janji Jiwa" di Kota Banjarmasin, mengingat perkembangan budaya minum kopi dan persaingan yang semakin kompetitif di wilayah tersebut. Dalam penelitian ini, metode kuantitatif digunakan dengan melibatkan 110 responden yang dipilih menggunakan teknik non-probability sampling. Hasil analisis data menunjukkan bahwa faktor produk tidak berpengaruh signifikan terhadap keputusan pembelian, sedangkan faktor harga dan promosi berpengaruh sebagian signifikan. Secara bersamaan, faktor produk, harga dan promosi memiliki pengaruh positif yang signifikan terhadap keputusan untuk membeli kopi "Janji Jiwa" di Kota Banjarmasin. Kesimpulan dari penelitian ini adalah faktor produk mungkin perlu mendapat perhatian lebih lanjut untuk meningkatkan pengaruhnya terhadap keputusan pembelian, sedangkan faktor harga dan promosi memiliki dampak yang signifikan dalam mempengaruhi preferensi konsumen terhadap produk kopi tersebut.

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How to Cite
Putri, N. H., Wulandari, D. S., & Hidayah, N. (2023). The Influence of Product Factors, Price Factors, and Promotional Factors on Purchasing Decisions for Janji Jiwa Coffee in Banjarmasin City . ProBisnis : Jurnal Manajemen, 14(5), 303–312. https://doi.org/10.62398/probis.v14i5.339
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