PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PELANGGAN STARBUCKS COFFEE BIG MALL SAMARINDA --Ed. 1

ABSTRAK
PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK
TERHADAP KEPUTUSAN PEMBELIAN PADA PELANGGAN
STARBUCKS COFFEE BIG MALL SAMARINDA
Yusniar Millenia
Politeknik Negeri Samarinda
Samarinda, 2020
Penelitian ini bertujuan untuk menganalisis seberapa besar pengaruh citra
merek, harga, dan kualitas produk terhadap keputusan pembelian produk
Starbucks Coffee, pada pelanggan Starbucks Coffee Big Mall Samarinda.
Pengelitian ini menggunakan metode penelitian kuantitatif. Data penelitian ini
diperoleh dari kuesioner yang dibagikan secara online dengan teknik Incidental
Sampling.
Populasi penelitian ini adalah orang yang pernah membeli atau
mengkonsumsi produk Kopi Starbucks cabang Big Mall Samarinda, sampel yang
digunakan sebanyak 114 responden. Penelitian ini dilakukan dengan uji regresi
linier berganda, uji F, uji T, dan koefisien determinasi (R2) yang diolah dengan
bantuan software SPSS 17.0 Statistic for windows.
Hasil penelitian menunjukan bahwa citra merek dan harga secara parsial
berpengaruh signifikan terhadap keputusan pembelian dan variabel kualitas
produk tidak berpengaruh signifikan terhadap keputusan pembelian. Secara
simultan citra merek, harga, dan kualitas produk berpengaruh signifikan terhadap
keputusan pembelian produk Starbucks Coffee Big Mall Samarinda, hal ini
dibuktikan dari hasil uji F yaitu Fhitung > Ftabel (48,357 > 2,69) dan nilai signifikan
kurang dari 0,05 (0,000 < 0,05).
Kata Kunci : Citra Merek, Harga, Kualitas Produk, Keputusan Pembelianvii
ABSTRACT
THE INFLUENCE OF BRAND IMAGE, PRICE, AND PRODUCT QUALITY
ON PURCHASE DECISIONS ON BIG MALL SAMARINDA STARBUCKS
CUSTOMERS
Samarinda State Polytechnic
Yusniar Millenia
Samarinda, 2020
This study aims to analyze how the influence of brand image, price, and
product quality on purchasing decisions Starbucks Coffee products, Starbucks
customers at Samarinda Big Mall Samarinda. This research uses quantitative
research methods. The research data was obtained from a questionnaire that was
distributed online using the Incidental Sampling technique.
The population of this research was people who had ever bought or
consumed Starbucks Coffee products in Samarinda Big Mall branch, the sample
involved in this whole were 114 respondents. This research was conducted with
multiple linear regression test, F test, T test, and the coefficient of determination
(R2) which was processed with the help of SPSS 17.0 Statistics for windows
software.
The results showed that brand image and price partially had a significant
effect on purchasing decisions whole the product quality variables did not
significantly influence purchasing decisions. Simultaneously the both of them had
significantly influence purchase decision of Starbucks Coffee Big Mall
Samarinda, this evidenced from the F test results, namely Fcount > Ftable (48,357 >
2.69) and a significant value of less than 0.05 (0,000 <0.05).
Keywords : Brand Image, Price, Product Quality, Buying Decision