PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA COFFEE HARIKO

Priya Putri Havana Harahap; Efendi Efendi; Andy Wijaya; Acai Sudirman

Priya Putri Havana Harahap Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Efendi Efendi Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Andy Wijaya Sekolah Tinggi Ilmu Ekonomi Sultan Agung
Acai Sudirman Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Abstrak

The lpurpose lof lthis lstudy lare: l1. lTo ldetermine lthe ldescription lof lproduct lquality, lprice, land lcustomer lpurchase linterest lat lCoffee lHariko. l2. lTo ldetermine lThe leffect lof lproduct lquality land lprice lon lcustomer lbuying linterest lat lCoffee lHariko leither lsimultaneously lor lpartially. lThis lresearch luses lthe ldesign lof llibrary lresearch land lfield lresearch. lThe lsample lused lin lthis lresearch lwas l55 lcustomers. lThe ltypes lof ldata lused lin lthis lstudy lare lqualitative ldata land lquantitative ldata. lSource lof ldata lconsists lof lprimary ldata land lsecondary ldata. lCollection lof ldata lsources lis ldone lby lquestionnaires, linterviews land ldocumentation. lTest lthe lresearch linstrument lusing lthe lvalidity ltest land lreliability ltest. lThe ldata lanalysis ltechnique lused lis lthe lnormality ltest, lqualitative ldescriptive lanalysis land lquantitative ldescription. lThe lresults lof lthis lresearch lare las lfollows: l1. lProduct lquality, lprice land lconsumer lbuying linterest lis lgood. l2. lProduct lquality land lprice lhave la lpositive leffect lon lconsumer lbuying linterest lboth lsimultaneously land lpartially l3. lThere lis la lmoderately lhigh lcorrelation lbetween lproduct lquality land lprice land lconsumer lpurchasing linterest. lThe llevel lof lconsumer lbuying linterest lcan lbe lexplained lby lproduct lquality land lprice. l4. lH₀ lis lrejected, lmeaning lthat lproduct lquality land lprice lhave la lpositive land lsignificant leffect lon lconsumer lbuying linterest lin lHariko lCoffee lboth lsimultaneously land lpartially.

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