PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA DALAM KEPUTUSAN PEMBELIAN KULINER SATE AYAM SARIF DI RAWA BELONG JAKARTA BARAT

Ismail Adz Dzaki, Romi Sayid Assidqi, Zaka Fatwa Hudaya, Muhammad Yusuf Ali, Muhammad Aldi Pratama, Dandi Fatahilah, Agustin Windianingsih

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan persepsi harga terhadap keputusan pembelian konsumen pada kuliner Sate Ayam Sarif di Rawa Belong, Jakarta Barat. Penelitian dilakukan dengan pendekatan kuantitatif menggunakan metode survei dengan kuesioner skala Likert kepada 30 responden yang dipilih melalui teknik purposive sampling. Hasil analisis regresi menunjukkan bahwa kualitas produk dan persepsi harga berpengaruh signifikan terhadap keputusan pembelian dengan nilai Adjusted R² sebesar 0,722. Ini berarti kedua variabel independen menjelaskan 72,2% variansi dalam keputusan pembelian. Secara parsial, kualitas produk dan persepsi harga memiliki pengaruh yang signifikan (p < 0,05) terhadap keputusan pembelian. Hasil ini menegaskan bahwa kualitas rasa, kebersihan, serta harga yang dianggap wajar oleh konsumen merupakan determinan utama dalam menarik minat beli. Temuan ini merekomendasikan strategi peningkatan mutu produk dan penyesuaian harga sebagai langkah konkret untuk meningkatkan loyalitas dan volume penjualan.

Keywords


Kualitas Produk, Persepsi Harga, Keputusan Pembelian, Perilaku Konsumen

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DOI: https://doi.org/10.30743/mutlaqah.v6i1.11879

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