Analisis Pengaruh Kualitas Produk, Harga dan Lokasi terhadap Keputusan Pembelian Es Teler di UMKM Rumah Es Teler Simpang Lima Gumul Kediri
DOI:
https://doi.org/10.51158/gtfk7v03Keywords:
kualitas produk, harga saham, lokasi, keputusan pembelian, UMKM kulinerAbstract
This study aims to analyze the effect of product quality, price, and location on purchasing decisions of es teler at Rumah Es Teler MSME located in Simpang Lima Gumul, Kediri. The research employed a quantitative approach with an explanatory survey design. Data were collected through likert-scale questionnaires distributed to 40 respondents who were customers of Rumah Es Teler, selected using purposive sampling with criteria of being at least 17 years old and having made at least one purchase. The data were analyzed using multiple linear regression with SPSS version 25. The results indicate that product quality, price, and location have a positive and significant effect on purchasing decisions, both partially and simultaneously. The Adjusted R Square value of 0.915 indicates that the independent variables explain 91.5% of the variance in purchasing decisions. These findings suggest that purchasing decisions for es teler are shaped by the combined influence of high product quality, appropriate pricing, and a strategic business location.
References
Amstrong, G., & Keller, K. L. (2016). Principles of Marketing Sixteenth Edition Global Edition (16th ed.). Pearson Education.
Arifin, M., Susanto, B., & Pramita, C. D. (2023). Penerapan Servqual pada Kelompok Pedagang di Simpang Lima Gumul (SLG ) Kabupaten Kediri. Communnity Development Journal, 4(1), 650–653.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative and Mixed Methods Approaches (4th ed.). CA: Sage.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2015). Perilaku Konsumen (Edisi Keenam). Binarupa Aksara.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universita Diponogoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis. Cengage Learning, EME.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Parasuraman, A., Zeitham, V. A., & Berry, L. L. (1988). Servqual : A Multiple-Item Scale For Measuring Consumer Perc. Journal of Retailing, 64(1), 12–40.
Putri, A. M., Hidayat, M. S., & Kasnowo. (2025). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Es Teler Umma-Ummi. J-CEKI: Jurnal Cendekia Ilmiah, 4(6), 1805–1816.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business Seventh Edition. John Wiley & Sons Ltd.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif dan R&D. Alfabeta CV.
