Analisis pengaruh citra merek, harga, kualitas produk, dan promosi terhadap keputusan pembelian melalui minat beli konsumen Lu’miere Panglima Polim Jakarta

Wantah, Carmen (2023) Analisis pengaruh citra merek, harga, kualitas produk, dan promosi terhadap keputusan pembelian melalui minat beli konsumen Lu’miere Panglima Polim Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Citra merek, harga produk, kualitas produk, dan promosi merupakan beberapa faktor yang dapat mempengaruhi minat konsumen untuk membeli sebuah produk. Lu’miere adalah brand kue dan roti yang dibentuk oleh Anang dan Ashanty, salah satu publik figur terkenal di Indonesia. Penelitian ini bertujuan untuk meneliti mengenai hubungan dan pengaruh dari citra merek, harga, kualitas produk, dan promosi untuk membuat pembeli memutuskan untuk membeli produk Lu’Miere, yaitu apakah dengan meningkatkan minat beli konsumen dapat meningkatkan keputusan beli konsumen. Penelitian ini merupakan penelitian kausal kuantitatif dengan menggunakan software SPSS 26 untuk membantu mengolah sebanyak 100 data primer yang dikumpulkan melalui kuesioner dengan teknik purposive sampling terhadap pelanggan Lu’Miere. Melalui penelitian ini, ditemukan bahwa citra merek, kualitas produk, harga produk, dan promosi berpengaruh terhadap minat beli pelanggan terhadap produk Lu’Miere. Adapun harga dan minat beli berpengaruh signifikan terhadap keputusan beli konsumen, meski dilain sisi kualitas produk dan promosi tidak berpengaruh signifikan terhadap keputusan konsumen untuk membeli produk atau tidak. Kata Kunci: Citra Merek, Harga Produk, Kualitas Produk, Promosi, Minat Beli, Keputusan Pembelian, Lu’Miere / Brand image, product price, product quality, and promotion are among the factors that can influence consumer interest in purchasing a product. Lu'Miere is a brand of cakes and bread formed by Anang and Ashanty, well-known public figures in Indonesia. This research aims to investigate the relationship and impact of brand image, price, product quality, and promotion in influencing consumers to decide to purchase Lu'Miere products. Specifically, it explores whether increasing consumer buying interest can enhance consumer purchasing decisions. This study employs a quantitative causal research approach, utilizing SPSS 26 software to analyze 100 primary data collected through questionnaires with purposive sampling techniques targeting Lu'Miere customers. The findings reveal that brand image, product quality, price, and promotion significantly influence customers' buying interest in Lu'Miere products. However, price and buying interest significantly affect consumer purchasing decisions, while product quality and promotion do not significantly impact consumer decisions to buy the product. Keywords: Brand Image, Product Price, Product Quality, Promotion, Buying Interest, Purchasing Decisions, Lu'Miere

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