Pengaruh Harga, Kualitas, dan Promosi terhadap Keputusan Pembelian Produk

Studi pada Dapur Banjar 2R Banjarmasin

Abstract

The culinary business is the highest supporting sector of the Indonesian economy compared to other sectors. Banjarmasin City is the heart of South Kalimantan which is a center for developing industries, one of which is in the culinary business. With a large population, even the most densely populated in South Kalimantan, it creates its own opportunities for business people. The diversity of community needs is so great, so this is an opportunity and challenge for business people with the conditions of the community. It is inevitable that the competition that occurs will also be high, as one of the big cities in the Kalimantan region, Banjarmasin is a city with promising business opportunities. In Banjarmasin City itself , it is increasingly bustling with the many MSMEs that have been established and spread across several areas, but not all MSMEs in Banjarmasin are visited by many consumers, because only a few MSMEs are seen to be crowded with visitors. One of the MSMEs that is widely visited by consumers in Banjarmasin is Dapur Banjar 2R. Dapur Banjar 2R is an MSME business that is currently growing and has many enthusiasts. This study provides empirical evidence of the influence of price, product quality and promotion as independent variables with purchasing decisions as dependent variables at Dapur Banjar 2R Banjarmasin. The population in this study were customers at Dapur Banjar 2R Banjarmasin. In this study, the sample used was around 35 customers of Dapur Banjar 2R Banjarmasin. The results of this study state that the variables Price (X1), Product Quality (X2) and Promotion (X3) each have a partial effect on purchasing decisions for products at Dapur Banjar 2R Banjarmasin. While the variables Price (X1), Product Quality (X2) and Promotion (X3) have a simultaneous effect on purchasing decisions for Dapur Banjar 2R Banjarmasin products.