Pengaruh Strategi Promosi, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen pada Mixue Cabang Cileungsi

Irawan, Ferdi (2026) Pengaruh Strategi Promosi, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Konsumen pada Mixue Cabang Cileungsi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This study aims to analyze the influence of promotional strategy, price, and product quality on consumer purchase decisions at Mixue Cileungsi Branch. The phenomenon underlying this research is that there are still consumers who prefer competing products such as Tianlala and Xiyue, inconsistencies in product taste, and promotional strategies that are not implemented simultaneously across all branches, indicating that consumer purchase decisions are still not optimal. This study employs a quantitative approach with a survey method through distributing questionnaires to 100 respondents who are consumers who have purchased Mixue products at the Cileungsi Branch The sampling technique uses the Non-Probability Sampling method with a Purposive Sampling approach. Data analysis was conducted using instrument testing (validity and reliability), classical assumption testing (normality, linearity, multicollinearity, and heteroscedasticity), and hypothesis testing using multiple linear regression analysis with the help of SPSS version 27. The results of the study show that: (1) Promotional strategy has a positive and significant effect on purchase decisions with a t-count value of 2.373 > t-table 1.984 and significance of 0.020 < 0.05; (2) Price has a positive and significant effect on purchase decisions with a t-count value of 2.289 > t-table 1.984 and significance of 0.024 < 0.05; (3) Product quality has a positive and significant effect on purchase decisions with a t-count value of 4.140 > t-table 1.984 and significance of 0.000 < 0.05; (4) Promotional strategy, price, and product quality simultaneously have a significant effect on purchase decisions with an F-count value of 43.079 > F-table 3.09 and significance of 0.000 < 0.05. Product quality has the most dominant influence compared to promotional strategy and price. The coefficient of determination (R²) value of 0.560 or 56% indicates that the three independent variables are able to explain purchase decisions, while the remaining 44% is influenced by other variables outside the study.

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