Pengaruh kualitas produk dan penjualan produk terhadap minat beli dengan harga yang dirasakan sebagai variabel moderating pada usaha Ayam Mama
Article Sidebar
Main Article Content
Abstract
This study aims to examine the effect of product quality and product sales on purchase intention moderated by perceived price. The sample that has been used in this study amounted to 159 respondents from prospective consumers and consumers of Ayam Mama in Jakarta which were obtained from distributing questionnaires using google forms. In this study using Smart PLS 03 software to test the hypothesis to be studied. The results showed that product quality had an effect on buying interest with significant and highest T-Statistics and P Values of the 5 hypotheses tested. Product sales have an effect on buying interest with significant T-Statistics and P Values. This study also shows that the perceived price has an effect on buying interest with a significant T-Statistic and P Value. For the hypothesis of perceived price moderation, it can strengthen the effect of product sales on buying interest, but perceived price moderation weakens the effect of product quality on buying interest.
Article Details
References
Alfa, A. A. G., Rachmatin, D., & Agustina, F. (2017). Analisis pengaruh faktor keputusan konsumen
dengan structural equation modeling partial least square. Jurnal EurekaMatika, 5(2), 59–71.
Handaruwati, I. (2017). Pengaruh Media Sosial Terhadap Penjualan Produk Cemilan Lokal Secara
Online. Buletin Bisnis & Manajemen, 03(01), 41–52.
Hendrawan, A., Sucahyowati, H., Cahyandi, K., Indriyani, & Rayendra, A. (2019). Pengaruh Marketing
Digital Terhadap Kinerja Penjualan Produk UMKM Asti Gauri di Kecamatan Bantasari Cilacap.
Jurnal Administrasi Dan Kesekretarisan, 4(1), 53–60.
Hidayat, A. (2012). Populasi dan Sampel: Pengertian Populasi. Uji Statistik.
Hidayat, A. (2018). PLS SEM: Pengukuran Kecocokan Model (Inner dan Outer). Statistikian. Com.
https://www.statistikian.com/2018/08/pls-sem-pengukuran-kecocokan-model-inner-dan-
outer.html#Inner_Model_Atau_Pengukuran_Bagian_Dalam
Hwang, C., & Heath, E. I. (2014). Reply to G. Procopio et al. Journal of Clinical Oncology, 32(27),
https://doi.org/10.1200/JCO.2014.56.8501
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand
recommendation: Examining their impact on engagement, expected value and purchase intention.
International Journal of Information Management, 49, 366–376.
https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Kotler dan Gery Armstrong. (2013). Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap
Kepuasan Pelanggan Pengguna Smartphone Iphone. Journal of Chemical Information and
Modeling, 53(9), 1689–1699.
Kotler, K. (2016). Marketing. Unpas.Ac.Id, July, 1–23.
Li, X., Wu, C., & Mai, F. (2019). The effect of online reviews on product sales: A joint sentiment-topic
analysis. Information & Management, 56(2), 172–184. https://doi.org/10.1016/j.im.2018.04.007
Panjaitan, D. M., Studi, P., Administrasi, I., Ilmu, F., Dan, S., Politik, I., & Utara, U. S. (2020).
Pengaruh Perceived Price Dan Store Image Terhadap Purchase Intention ( Studi Pada Konsumen
Sephora Deli Park Medan ).
Siregar, V. M. M. (2018). Perancangan Website Sebagai Media Promosi Dan Penjualan Produk. TAM
(Technology Acceptance Model), 9(1), 15–21.
Sugiyono. (2017). Penelitian kuantitatif kualitatif dan R&D. Alfabeta.
Sumargo, B. (2020). Teknik sampling. Unj press.
Suseno, B. D. (2013). Strength wazir capital for growth drivers in a family owned company natives:
evidence from Indonesia (A literature review and future research agenda). International
Conference on Customer Service System and Management.