Pengaruh Harga, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Dengan Healthy Lifestyle Sebagai Variabel Moderasi Pada Yogurt Cimory Di Daerah Istimewa Yogyakarta

Nastiti Kumaralalita; Uswatun Chasanah

doi:10.55606/jaemb.v6i2.9696

Authors

Nastiti Kumaralalita STIE Widya Wiwaha Yogyakarta
Uswatun Chasanah STIE Widya Wiwaha Yogyakarta

DOI:

https://doi.org/10.55606/jaemb.v6i2.9696

Keywords:

Price, Product Quality, Promotion, Healthy Lifestyle, Purchasing Decision

Abstract

This study aims to analyze the influence of price, product quality, and promotion on purchasing decisions with a healthy lifestyle as a moderating variable. This study used a quantitative method with a sample of 100 respondents taken using a purposive sampling technique. Data were analyzed using SmartPLS 4.0. The findings indicate that price and promotion have a significant and accepted influence on purchasing decisions. This is in contrast to product quality, which does not show a significant influence and is rejected regarding purchasing decisions. This study also found that a healthy lifestyle does not strengthen or weaken the influence of price, product quality, and promotion on purchasing decisions. However, this finding also indicates that a healthy lifestyle has a significant influence on purchasing decisions. The conclusion shows that product quality does not influence purchasing decisions, but is more influenced by promotion and price. While a healthy lifestyle does not act as a moderator in this relationship, but as a direct dominant predictor.

References

[1] R. Frontier, “Top Brand Index 2020-2024,” Top Brand Award. Accessed: Jan. 28, 2026. [Online]. Available: https://www.topbrand-award.com/top-brand-index/?tbi_year=2020&type=subcategory&tbi_find=yogurt

[2] R. Daniel, “Pengaruh Persepsi Harga, Brand Ambassador, Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Produk Yogurt Cimory Squeeze Di Daerah Istimewa Yogyakarta,” Student paper (Final Year Projects (S1), Universitas Kristen Duta Wacana, Yogyakarta, 2023. [Online]. Available: http://repository.ukdw.ac.id/id/eprint/7879

[3] L. Hartanto, G. P. Putra, D. N. Arinta, A. O. Enjarwati, V. R. Ramadhan, and M. D. Rahadhini, “Pengaruh Persepsi Harga Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di Mini Market Cahya 99 Di Desa Gonilan Kartasura,” J. MANEKSI, vol. 12, no. 2, pp. 339–345, Jun. 2023, doi: 10.31959/jm.v12i2.1560.

[4] P. C. M. Dairy Tbk, Driving Innovation for a Sustainable Future| Mendorong Inovasi untuk Masa Depan yang Berkelanjutan. Jakarta Barat: Cimory, 2024. [Online]. Available: https://www.idx.co.id/StaticData/NewsAndAnnouncement/ANNOUNCEMENTSTOCK/From_EREP/202503/c3fa56337f_6960c46290.pdf

[5] J. F. Hair, C. M. Ringle, and M. Sarstedt, “Partial Least Squares Structural Equation Modeling,” in Handbook of Market Research, C. Homburg, M. Klarmann, and A. Vomberg, Eds., Cham: Springer International Publishing, 2017, pp. 1–40. doi: https://doi.org/10.1007/978-3-319-05542-8_15-1.

[6] F. Djermani, H. Meddour, and A. H. A. Majid, “Exploring The Mediating Role Of Consumer Healthy Lifestyle Between The Linkages Of Price, Promotion, And Consumption Patterns,” Acad. Entrep. J., vol. 27, no. 6, 2021.

[7] Y. Adwimurti and S. Sumarhadi, “Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Dengan Kualitas Produk Sebagai Variabel Moderasi,” J. Manaj. Dan Bisnis, vol. 3, no. 1, pp. 74–90, Apr. 2023, doi: 10.32509/jmb.v3i1.3070.

[8] Lubis, “Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Surat Kabar Pada Pt. Suara Barisan Hijau Harian Orbit Medan,” J. Ilm. Manaj. Dan Bisnis Licens., vol. 16, no. 2, 2015, doi: https://doi.org/10.30596/jimb.v16i2.949.

[9] D. Hananto, “Pengaruh Desain Produk, Kualitas Produk, Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Jersey Sepeda Di Tangsel,” Pros. Semnaslit LPPM UMJ, Oct. 2021, [Online]. Available: http://jurnal.umj.ac.id/index.php/semnaslit

[10] Tjiptono and G. Chandra, Pemasaran Strategic: Mengupas Pemasaran Strategic, Branding Strategy, Customer Satisfation, Strategi Kompetitif, Hingga E-Marketing, 3rd ed. Yogyakarta: CV. Andi Offset, 2017.

[11] N. Siregar and M. Elfikri, “Pengaruh Lokasi. Promosi, Dan Fasilitas Terhadap Kepuasan Konsumen,” vol. 3, no. 1, 2022.

[12] P. Kotler and K. Keller, “Manajemen Pemasaran,” Jakarta: Erlangga, 2009.

[13] D. Marlius and N. Jovanka, “Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen Y.O.U Pada Hasanah Mart Air Haji,” J. Econ., vol. 2, no. 2, pp. 476–490, Feb. 2023, doi: 10.55681/economina.v2i2.326.

[14] S. Sanjaya, “Pengaruh Promosi Dan Merek Terhadap Keputusan Pembelian Pada Pt. Sinar Sosro Medan,” J. Ilm. Manaj. Dan Bisnis, vol. 16, no. 2, 2015, doi: https://doi.org/10.30596/jimb.v16i2.961.

[15] A. Gracia and T. De Magistris, “Organic food product purchase behaviour: a pilot study for urban consumers in the South of Italy,” Span. J. Agric. Res., vol. 5, no. 4, pp. 439–451, Dec. 2007, doi: 10.5424/sjar/2007054-5356.

[16] J. Gil, “Market segmentation and willingness to pay for organic products in Spain,” Int. Food Agribus. Manag. Rev., vol. 3, no. 2, pp. 207–226, 2000, doi: 10.1016/S1096-7508(01)00040-4.

[17] T. Suryani, “Perilaku konsumen: implikasi pada strategi pemasaran,” Graha Ilmu, vol. 118, p. 162, 2008.

[18] P. Kotler and K. Keller, Marketing Management, 13th ed. Erlangga, 2016.

[19] A. Fitri, “Pengaruh Cita Rasa, Packaging Design, Brand Association, dan Healthy Lifestyle Terhadap Keputusan Pembelian Cimory Yogurt Squeeze pada Masyarakat Kebumen,” Skripsi thesis, Universitas Putra Bangsa, Kebumen, 2024. [Online]. Available: http://eprints.universitasputrabangsa.ac.id/id/eprint/1708

[20] N. Izza and D. Didit, “Pengaruh Harga terhadap Minat Beli Makanan: Literature Review,” J. Enterp. Dan Bisnis JEBI, vol. 4, Mar. 2025, [Online]. Available: https://jurnal.umitra.ac.id/index.php/JEBI/article/view/1814

[21] A. A. Pratiwi, “Pengaruh Kualitas Pelayanan, Varian Produk, dan Kualitas Produk Terhadap Keputusan Pembelian Pada Mie Gacoan Cabang Ahmad Dahlan Palembang,” Thesis (S-1), Universitas Tridinanti, Palembang, 2025. [Online]. Available: http://repository.univ-tridinanti.ac.id/id/eprint/9531

[22] C. Chen and F. Chen, “The Impact of Social Media Promotion on Consumer Purchase Intention: An Online Shopping Perspective,” Int. J. Organ. Innov., 2018.

[23] D. Aprilia and M. Marhamah, “Gaya Hidup Sehat, Persepsi Harga, dan Kualitas Produk dalam Mempengaruhi Keputusan Pembelian Konsumen Sayur dan Buah:,” EKOMABIS J. Ekon. Manaj. Bisnis, vol. 4, no. 02, pp. 185–196, Dec. 2023, doi: 10.37366/ekomabis.v4i02.1227.

[24] L. G. Schiffman and J. Wisenblit, Consumer Behavior, 12th ed. 2021.

[25] Sugiyono, Metode Penelitian Kuantitatif Kualitatif dan R&D. in kedua. Bandung: Alfabeta, 2019.

[26] P. D. Y. Badan Pusat Statistik, “Proyeksi Penduduk menurut Kelompok Umur dan Jenis Kelamin di D.I. Yogyakarta - Tabel Statistik.” Accessed: Jan. 28, 2026. [Online]. Available: https://yogyakarta.bps.go.id/id/statistics-table/2/MTc0IzI=/proyeksi-penduduk-menurut-kelompok-umur-dan-jenis-kelamin-di-d-i-yogyakarta-x-1000-2017-2025.html

[27] Suhardi, Buku Ajar Dasar Metodologi Penelitian. P4I, 2023.

[28] A. S. Ayu, A. Dimas, E. A. Pratama, and I. M. Yahya, “Analisis Pengaruh Promosi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Berulang Mixue Di Surabaya,” J. Manag. Soc. Sci., vol. 1, no. 3, pp. 27–36, Jun. 2023, doi: 10.59031/jmsc.v1i3.153.

[29] M. Budiningsih and N. M. Siregar, “Model Edukasi Perilaku Hidup Bersih Dan Sehat Berbasis Digital Platform,” J. Ilm. Sport Coach. Educ., vol. 6, no. 2, pp. 94–101, Aug. 2022, doi: 10.21009/JSCE.06214.

[30] C. Fornell and D. F. Larcker, “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” J. Mark. Res., vol. 18, no. 1, pp. 39–50, Feb. 1981, doi: 10.1177/002224378101800104.

[31] W. W. Chin, “Commentary: Issues and Opinion on Structural Equation Modeling,” MIS Q., vol. 22, no. 1, pp. vii–xvi, 1998.

[32] J. Henseler, “Partial Least Squares Path Modeling,” in Advanced Methods for Modeling Markets, P. S. H. Leeflang, J. E. Wieringa, T. H. A. Bijmolt, and K. H. Pauwels, Eds., in International Series in Quantitative Marketing. , Cham: Springer International Publishing, 2017, pp. 361–381. doi: 10.1007/978-3-319-53469-5_12.

[33] J. F. Hair, M. Sarstedt, T. M. Pieper, and C. M. Ringle, “The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications,” Long Range Plann., vol. 45, no. 5–6, pp. 320–340, Oct. 2012, doi: 10.1016/j.lrp.2012.09.008.

[34] J. Hair, C. Ringle, and M. Sarstedt, PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, vol. 19. in 2, vol. 19. 2011. doi: https://doi.org/10.2753/MTP1069-6679190202.

[35] St. V. P. Murniati. M. Si. ,CPMA. ,Akt., A. A. C. M. Si. Stephana Dyah Ayu R., M.Si.,Akt. Akt., and Y. W. Ranto Sihombing, M.Si.,CSRS., Alat-Alat Pengujian Hipotesis. Semarang: Universitas Katolik Soegijapranata, 2013. [Online]. Available: https://repository.unika.ac.id/34242/1/BUKU-ALAT2%20PENGUJIAN%20HIPOTESIS.pdf

[36] P. Kotler and G. Amstrong, Prinsip-Prinsip Pemasaran. Jakarta: Erlangga, 2008.