Dampak Harga terhadap Keputusan Pembelian di Cafe Merjer Padang

Authors

  • Avi Dandy Krisna Universitas Negeri Padang

DOI:

https://doi.org/10.23887/jppsh.v5i3.40959

Keywords:

Harga, Keputusan Pembelian

Abstract

Ditemukan permasalahan mengenai informasi terkait cafe merjer yang belum banyak diketahui oleh masyarakat. Selain itu, harga yang ditawarkan tidak terjangkau dikalangan konsumen dan kualitas produk yang dijual tidak sesuai dengan harga yang dibayarkan. Tujuan penelitian ini yaitu menganalisis besar kecilnya dampak Harga kepada keputusan pembelian konsumen di Cafe Merjer Padang. Metode pada penelitian berikut adalah kuantitatif dengan upaya pendekatan asosiatif kausal yang melibatkan dua variabel. Pengambilan sampel menggunakan teknik non probability sampling. Teknik pengambilan data menggunakan angket skala likert. Data yang dideskripsikan dengan dites persyaratan analisis dan pengujian hipotesis yang menggunakan teknik analisis regresi linear sederhana serta koefisien determinan menggunakan software SPSS versi 20.00. Hasil penelitian yaitu keputusan Pembelian tergolong sangat baik (85%). Pengujian hipotesis regresi linear sederhana F 0.034 sig 0,000 < 0,05, oleh sebab itu variabel Harga mampu mempengaruhi keputusan pembelian konsumen. Harga mendorong keputusan pembelian konsumen secara signifikan sebesar 32,7% dan 67,3% terpengaruh melalui faktor yang lainnya. Nilai t 3.61937 dengan sig 0,000 < 0,05, sehingga diperoleh pengaruh yang siginikan antara kedua variabel. Selanjutnya nilai koefisien regresi senilai 0, 463 maksudnya per penambahan senilai 1 satuan Harga bisa menambah 0,023 satuan keputusan pembelian. Berlandaskan hasil penelitian disarankan agar pihak manajemen selalu memberikan upaya yang maksimal dalam meningkatkan penerapan agar Harga semakin mendorong keputusan pembelian konsumen.

References

Ahmadi, A., Heydari, M., Pishvaee, M. S., & Teimoury, E. (2020). Strategic decisions to join group purchasing organizations. Computers & Industrial Engineering, 149. https://doi.org/10.1016/j.cie.2020.106869.

Arellano-Covarrubias, A., Varela, P., Escalona-Buendía, H. B., & Gómez-Corona, C. (2022). A food and beverage map: Exploring food-beverage pairing through projective mapping. Food Quality and Preference, 96. https://doi.org/10.1016/j.foodqual.2021.104431.

Aynie, R. Q., Hurriyati, R., & Dirgantari, P. D. (2021). Strategi pemasaran electronic word of mouth pada e- commerce dalam menghadapi era digital 4 . 0 di indonesia Electronic word of mouth marketing strategy on e-commerce in facing the digital era. Inovasi, 17(1), 136–143. https://doi.org/10.29264/jinv.v17i1.8483.

Chang, H.-H., & Su, J.-W. (2022). Sustainable consumption in Taiwan retailing: The impact of product features and price promotion on purchase behaviors toward expiring products. Food Quality and Preference, 96. https://doi.org/10.1016/j.foodqual.2021.104452.

Curzi, D., Schuster, M., Maertens, M., & Olper, A. (2020). Standards, trade margins and product quality: Firm-level evidence from Peru. Food Policy, 91. https://doi.org/10.1016/j.foodpol.2020.101834.

Duan, J. Z. (2021). A Biopharmetrics Approach for Drug Product Quality Control with Clinical Relevance. Journal of Pharmaceutical Sciences, 110(1). https://doi.org/10.1016/j.xphs.2020.08.005.

Ferreira, J., Ferreira, C., & Bos, E. (2021). Spaces of consumption, connection, and community: Exploring the role of the coffee shop in urban lives. Geoforum, 119. https://doi.org/10.1016/j.geoforum.2020.12.024.

Gui, D.-Y., Liu, S., Dai, Y., Liu, Y., Wang, X., & Huang, H. (2021). Greater patience and monetary expenditure: How shopping with companions influences purchase decisions. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102665.

Hartmann, N., Plouffe, C. R., Kohsuwan, P., & Cote, J. A. (2020). Salesperson influence tactics and the buying agent purchase decision: Mediating role of buying agent trust of the salesperson and moderating role of buying agent regulatory orientation focus. Industrial Marketing Management, 87. https://doi.org/10.1016/j.indmarman.2020.02.023.

Hidayat, R. (2015). Pengaruh Kepuasan Konsumen Terhadap Keputusan Pembelian Lampu Phillip (Studi Kasus Pada Mahasiswa Telkom University). Ecodemica: Jurnal Ekonomi, Management Dan Bisni, 3(1), 305–310. https://doi.org/10.31294/jeco.v3i1.57.

Imron. (2019). Analisa Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Menggunakan Metode Kuantitatif Pada CV. Meubele Berkah Tangerang. Indonesian Journal Software Engineering, 5(1). https://doi.org/10.31294/ijse.v5i1.5861.

Karimi, S., Holland, C. P., & Papamichail, K. N. (2018). The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective. Journal of Business Research, 91. https://doi.org/10.1016/j.jbusres.2018.05.038.

Kim, M., Kim, E. J., & Busser, J. A. (2022). Food delivery now or later: The match-up effect of purchase timeframe and review recency. International Journal of Hospitality Management, 102. https://doi.org/10.1016/j.ijhm.2022.103143.

Kurnia, F. M., & Afrianto, I. (2020). Pembangunan Aplikasi Transaksi Menu Di Kedai XYZ Kopi Menggunakan QR-Code Dan One Time Password Berbasis E-Wallet. Matrix: Jurnal Manajemen Teknologi Dan Informatika, 10(3). https://doi.org/10.31940/matrix.v10i3.1919.

Latief, F., & Ayustira, N. (2020). Pengaruh Online Customer Review dan Customer Rating Terhadap Keputusan Pembelian Produk Kosmetik di Sociolla. Jurnal Mirai Management, 6(1), 139–154. https://doi.org/10.37531/mirai.v5i3.696.

Law, C., Smith, R., & Cornelsen, L. (2022). Place matters: Out-of-home demand for food and beverages in Great Britain. Food Policy, 107. https://doi.org/10.1016/j.foodpol.2021.102215.

Ling, Y., Xu, J., & Ülkü, M. A. (2022). A game-theoretic analysis of the impact of government subsidy on optimal product greening and pricing decisions in a duopolistic market. Journal of Cleaner Production, 338. https://doi.org/10.1016/j.jclepro.2021.130028.

Lynn, M., Flynn, S. M., & Helion, C. (2013). Do consumers prefer round prices? Evidence from pay-what-you-want decisions and self-pumped gasoline purchases. Journal of Economic Psychology, 36. https://doi.org/10.1016/j.joep.2013.01.010.

Mahmudati, R., & Indrawati, R. T. (2019). Strategi Peningkatan Pemasaran Produk Kopi Dusun Bogoran Kecamatan Sapuran. Jurnal Penelitian Dan Pengabdian Kepada Masyarakat UNSIQ, 6(3), 172–175. https://doi.org/10.32699/ppkm.v6i3.768.

Marasabessy, A. I. (2021). Membangun Bisnis Di Masa Pandemi Covid-19 (Studi Kasus Pada Kedai Kopi “MM” Di Kota Ambon). Jurnal Bisnis Dan Kewirausahaan, 17(2). https://doi.org/10.31940/jbk.v17i2.2338.

Maryani, D. Y., Rochdiani, D., & Setia, B. (2020). Strategi Pengembagan Bisnis Kedai Kopi“Ai Coffee” Di Desa Pakemitan Kecamatan Ciawi Kabupaten Tasikmalaya. Jurnal Ilmiah Mahasiswa, 7(3). https://doi.org/10.25157/jimag.v7i3.4007.

Medina, C. A. G., Martinez-Fiestas, M., Viedma-del-Jesús, M. I., & Aranda, L. A. C. (2020). The processing of price during purchase decision making: Are there neural differences among prosocial and non-prosocial consumers? Journal of Cleaner Production, 271. https://doi.org/10.1016/j.jclepro.2020.122648.

Millenium, A. S., Suardana, I. W., & Negara, I. M. K. (2021). Pengaruh Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Startup Bike Rental Bananaz Bali. Jurnal IPTA, 9(1). https://doi.org/10.24843/IPTA.2021.v09.i01.p17.

Nosoohi, I. (2022). Posted price and name-your-own-price in a product line design problem. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102836.

Panda, D., Masani, S., & Dasgupta, T. (2021). Packaging-influenced-purchase decision segment the bottom of the pyramid consumer marketplace? Evidence from West Bengal, India. Asia Pacific Management Review, 16. https://doi.org/10.1016/j.apmrv.2021.06.004.

Pardede, R. (2017). Pengaruh Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Yang Dimediasi Kepuasan Konsumen. Journal of Business & Applied Management, 10(1). https://doi.org/10.30813/jbam.v10i1.870.

Petcharat, T., & Leelasantitham, A. (2021). A retentive consumer behavior assessment model of the online purchase decision-making process. Heliyon, 7(10). https://doi.org/10.1016/j.heliyon.2021.e08169.

Prajarini, D., & Sayogo, D. (2021). Pengaruh Desain Post Instagram Terhadap Minat Pembelian Produk Umkm Kedai Kopi Di Kabupaten Sleman. ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia, 7(1). https://doi.org/10.33633/andharupa.v7i01.4139.

Puspa, R., & Hardiyanti, N. Y. (2021). Coffee Culture Di Indonesia : Pola Konsumsi Konsumen Pengunjung Kafe, Kedai Kopi Dan Warung Kopi Di Gresik. Jurnal Media Dan Komunikasi, 2(1). https://doi.org/10.20473/medkom.v1i2.26380.

Putri, Yusmani, Paloma, & Zakir. (2018). Kinerja Faktor Produksi Kopi Arabika (Coffea arabica L.) di Lembah Gumanti, Kabupaten Solok, Sumatera Barat. Jurnal Teknologi Dan Manajemen Agroindustry, 7(3). https://doi.org/10.21776/ub.industria.2018.007.03.7.

Ramadhan, T., Sumarjaya, I. W., Asih, N. M., & Kencana, I. P. E. N. (2018). Aplikasi Analisis Diskriminan Dalam Menentukan Keputusan Pembelian Produk Mccafe (Studi Kasus: McDonald’s Jimbaran Bali). E-Jurnal Matematika, 7(1). https://doi.org/10.24843/MTK.2018.v07.i01.p184.

Rasbin, R. (2019). Strategi Meningkatkan Ekspor Produk-Produk Usaha Mikro Kecil Dan Menengah Indonesia: Studi Kasus Di Kabupaten Sleman Dan Kota Surabaya. Kajian: Menjembatani Teori Dan Persoalan Masyarakat Dalam Perumusan Kebijakan, 24(3). https://doi.org/10.22212/kajian.v24i3.1865.

Rybaczewska, M., Sparks, L., & Sułkowski, Ł. (2020). Consumers’ purchase decisions and employer image. Journal of Retailing and Consumer Services, 55. https://doi.org/10.1016/j.jretconser.2020.102123.

Sanjeevi, N., Lipsky, L. M., Siega-Riz, A. M., & Nansel, T. R. (2022). Associations of infant appetitive traits during milk feeding stage with age at introduction to solids and sweet food/beverage intake. Appetite, 168. https://doi.org/10.1016/j.appet.2021.105669.

Song, Y., Li, G., Li, T., & Li, Y. (2021). A purchase decision support model considering consumer personalization about aspirations and risk attitudes. Journal of Retailing and Consumer Services, 63. https://doi.org/10.1016/j.jretconser.2021.102728.

Staniewski, M., & Awruk, K. (2022). The influence of Instagram on mental well-being and purchasing decisions in a pandemic. Technological Forecasting and Social Change, 174. https://doi.org/10.1016/j.techfore.2021.121287.

Sussman, R., Conrad, S., Kormos, C., Park, C., & Cooper, E. (2021). Context and meaningfulness in energy efficiency labeling: Real estate listings. Journal of Environmental Psychology, 78. https://doi.org/10.1016/j.jenvp.2021.101681.

Widiyanti, D., & Harti, H. (2021). Pengaruh Self-Actualization Dan Gaya Hidup Hangout Terhadap Keputusan Pembelian Di Kedai Kopi Kekinian Pada Generasi Milenial Surabaya. Jurnal Manajemen Pemasaran, 15(1), 50–60. https://doi.org/10.9744/pemasaran.15.1.50-60.

Zafar, A. U., Shen, J., Shahzad, M., & Islam, T. (2021). Relation of impulsive urges and sustainable purchase decisions in the personalized environment of social media. Sustainable Production and Consumption, 25. https://doi.org/10.1016/j.spc.2020.11.020.

Zhang, Z., He, S., He, Z., Wang, D., & Dong, F. (2022). A systematic warranty-reliability-price decision model for two-dimensional warranted products with heterogeneous usage rates. Computers & Industrial Engineering, 163. https://doi.org/10.1016/j.cie.2021.107820.

Zhao, X., Wang, P., & Pal, R. (2021). The effects of agro-food supply chain integration on product quality and financial performance: Evidence from Chinese agro-food processing business. International Journal of Production Economics, 231. https://doi.org/10.1016/j.ijpe.2020.107832.

Downloads

Published

2022-01-09

Issue

Section

Articles