PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, PROMOSI, DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KOPI DI PT HARTA MULIA

Abstract

ABSTRACT

PT. Harta Mulia is one of the companies engaged in coffee plantations. PT. Harta Mulia was also opened as a tourist destination in Blitar Regency. Karanganyar Coffee Plantation is administratively located in Karanganyar Hamlet, Modangan Village, Nglegok District, Blitar Regency. In this study the variables used are marketing mix strategies of product quality, price, promotion, which can be aspects in consumer purchasing decisions. The components of the strategy must be implemented properly by the company in an effort to achieve its goals. The purpose of this study is to determine the effect of product quality, price, promotion and service on purchasing decisions. The study was conducted from November to December 2023. Sampling technique using random sampling as many as 100 respondents, the data used are primary and secondary data with data analysis methods using multiple logistic analysis with the guidance of the SPSS 23 tool. The results of this study influence shows that product quality (X₁)variable prices (X2) and services (X4) have a real effect and have a positive influence on the purchasing decisions of coffee consumers at PT. Harta Mulia.