%D 2025
%L eprintuntirta49240
%X Purchasing decisions reflect consumer behavior to fulfill their desires, in order to build long-term loyalty and satisfaction. This decision is part of individual behavior that is seen through purchasing actions. The purpose of this study was to analyze the effect of price, product quality, and promotion on purchasing decisions of Pucuk Harum tea in Manis Jaya Village, Tangerang City partially. The methodology of this study is quantitative. The determination of the research location was deliberately chosen in Manis Jaya Village, Tangerang City. The sampling technique in this study was non-probability sampling with the type of accidental sampling. The questionnaire in this study was distributed to a sample of 100 respondents. Data from the questionnaire were analyzed using the SPSS version 21 program. The data used in this study were validity tests, reliability tests, multiple linear regression analysis and hypothesis tests. Based on the results of the t-test (partial) study, it can be concluded that the price variable (X1) does not have a significant effect on purchasing decisions of Pucuk Harum tea because the price offered does not have a significant difference with its competitors. Meanwhile, product quality (X2) has a significant influence on the purchasing decision of Pucuk Harum tea because the quality of the product provided is in accordance with the respondents' expectations and promotion (X3) has an influence on the purchasing decision of Pucuk Harum tea because the promotion is effective with a clear and easy-to-understand message so that it attracts the respondents' attention.
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%T PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN TEH PUCUK HARUM (Suatu Kasus pada Masyarakat di Kelurahan Manis Jaya, Kota Tangerang)
%K price, product quality, promotion, purchase decision
%O Keputusan pembelian mencerminkan perilaku konsumen untuk memenuhi keinginannya, guna membangun loyalitas dan kepuasan jangka panjang. Tujuan penelitian ini adalah menganalisis pengaruh harga, kualitas produk, dan promosi terhadap keputusan pembelian teh pucuk harum di Kelurahan Manis Jaya, Kota Tangerang secara parsial. Metodologi penelitian ini yaitu kuantitatif. Penentuan lokasi penelitian dipilih secara sengaja di Kelurahan Manis Jaya, Kota Tangerang. Teknik pengambilan sampel dalam penelitian ini adalah non-probability sampling dengan jenis accidental sampling. Kuesioner dalam penelitian ini disebarkan kepada sampel sebanyak 100 responden. Data dari kuesioner dianalisis menggunakan bantuan program SPSS versi 21. Data yang digunakan dalam penelitian ini yaitu uji validitas, uji reliabilitas, analisis regresi linier berganda dan uji hipotesis. Berdasarkan hasil penelitian uji t (parsial) dapat disimpulkan bahwa variabel harga (X1) tidak berpengaruh signfikan terhadap keputusan pembelian teh pucuk harum karena harga yang ditawarkan tidak memiliki perbedaan yang signifikan dengan pesaingnya. Sedangkan, kualitas produk (X2) berpengaruh signifikan terhadap keputusan pembelian teh pucuk harum karena kualitas produk yang diberikan sesuai dengan harapan responden dan promosi (X3) berpengaruh terhadap keputusan pembelian teh pucuk harum karena promosi yang efektif dengan pesan yang jelas dan mudah dipahami sehingga menarik perhatian responden.
%A SYARIPAH KHOIRUNNISA