Pengaruh Persepsi Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Di Tomoro Coffee Di Warakas Jakarta Utara

Abstract

Abstract.
The purpose of this study is to understand how consumer perceptions of product quality and price
influence their purchasing decisions, and to identify the extent of the collective influence of these two
factors. This study uses a descriptive method with a quantitative approach, namely examining the status
of a group of people, an object, a thought, or a class. The population and sample used by the researcher
were all consumers of Tomoro Coffee Warakas, North Jakarta, with 320 respondents. The results show
that perceived product quality has a positive and significant influence on purchasing decisions by 41.2%.
Similarly, perceived price also has a positive and significant influence on purchasing decisions by 28.9%.
Simultaneously, these two variables contribute 51.4% to purchasing decisions, while the remaining
48.6% is influenced by other factors not examined. These findings indicate that good product quality
and the perception of an appropriate price significantly influence the purchasing decisions of Tomoro
Coffee consumers in Warakas, North Jakarta. Therefore, companies need to consistently maintain
product quality and adjust prices to remain competitive in order to increase consumer loyalty and repeat
purchase decisions.
Keywords: Product Quality, Price, Purchase Decisions, Coffee, Consumers