Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Kopi Susu Kekinian dengan Menggunakan Minat Beli sebagai Variabel Intervening

Abstract

Drinking coffee has become a lifestyle for Indonesians, especially the millennial generation. Drinking coffee is no longer used to get rid of drowsiness, but has become an arena for socialization, which is reflected in the proliferation of cafes and shops selling drinks made from Indonesian coffee powder. The main purpose of this study is to analyze the effect of product quality, price, and promotion on buying interest which will influence the purchasing decision of contemporary milk coffee using a quantitative approach. The sampling technique used is convenience sampling. The sampling data used in this study amounted to 229 who were connoisseurs of contemporary milk coffee. Analysis of the data in this study using multiple linear regression and path analysis. The first step in processing the research results is to test the validity and reliability of the statement of each variable (product quality, price, promotion, buying interest, and purchase decision). The results of this study state that product quality variables affect buying interest, price affects buying interest, promotions affect buying interest, product quality affects purchasing decisions, price has no effect on purchasing decisions, promotions affect buying decisions, and buying interest has an effect on the decision to buy coffee milk today