Pengaruh Harga Terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening di Sate Kambing Muda Mas HJT Surakarta

Authors

  • Annasya Al Sadhilla Universitas Duta Bangsa Surakarta
  • Esti Dwi Rahmawati Universitas Duta Bangsa Surakarta
  • Indra Hastuti Universitas Duta Bangsa Surakarta

DOI:

https://doi.org/10.61132/jumabedi.v1i3.285

Keywords:

Price, Purchasing interest, Purchasing decision, SmartPLS

Abstract

This study aims to analyze the mediation of purchase interest on the influence of price and on purchasing decisions at Sate Kambing Muda Mas HJT Surakarta. This study uses a primary data collection method, namely by distributing questionnaires where the population in this study were customers of Sate Kambing Muda Mas HJT. Sampling in this study used the accidental sampling technique or happened to meet respondents with a sample of 100. The analysis technique used was Structural Equation Modeling-Partial Least Square (SEM-PLS) and used the SmartPLS 4.0 program. The results of this study indicate that price has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing interest, purchasing decisions have a positive and significant effect on purchasing interest, purchasing interest is able to mediate the effect of price on purchasing decisions.

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Published

2024-08-02

Issue

Vol. 1 No. 3 (2024): Agustus : Jurnal Manajemen Bisnis Era Digital

Section

Articles

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