Pengaruh Harga, Promosi, Kualitas Produk Terhadap Minat Beli Ulang Produk Kopi Kenangan pada Mahasiswa Fisip Unmul
DOI:
https://doi.org/10.61132/jumaket.v2i3.727Keywords:
Kopi Kenangan, Price, Product Quality, Promotion, Repurchase IntentionAbstract
This study aims to examine the influence of price, promotion, and product quality on the repurchase intention of Kopi Kenangan products among students of the Faculty of Social and Political Sciences, Mulawarman University. The research focuses on how effective marketing strategies can foster customer loyalty toward local coffee brands. The theoretical framework is based on the marketing mix, consumer decision-making processes, and indicators of customer loyalty. The study employs a quantitative research method, with data collected through questionnaires distributed to 100 respondents. The respondents were selected using purposive sampling, based on specific criteria determined by the researcher to ensure they could provide relevant information aligned with the research objectives. Data analysis was conducted using multiple linear regression with SPSS version 26. The findings indicate that price, promotion, and product quality each have a positive and significant effect on repurchase intention. Among these factors, product quality exerts the strongest influence, followed by promotion, and finally, price. These results suggest that enhancing product quality, implementing effective promotional strategies, and maintaining reasonable pricing can significantly increase customers’ likelihood of making repeat purchases. Based on the results, this study recommends that Kopi Kenangan continue to prioritize maintaining high and consistent product quality, as it plays a crucial role in shaping repurchase intentions. Additionally, promotional efforts should be continuously optimized to attract and retain customers in an increasingly competitive coffee market. Pricing strategies should also be monitored to remain competitive while ensuring profitability. Overall, the study concludes that product quality, supported by strategic promotions and competitive pricing, is essential for building and sustaining customer loyalty. By focusing on these factors, Kopi Kenangan can strengthen its market position and foster long-term relationships with its customers
Downloads
References
Abdul Manap. (2016). Revolusi manajemen pemasaran (Edisi pertama). Mitra Wacana Media.
Agus Wijaya. (2018). Pengaruh kualitas produk, kualitas layanan, persepsi harga, dan asosiasi merek terhadap kepuasan dan loyalitas pelanggan. Jurnal Bisnis Terapan, 2(1), 1-16. https://doi.org/10.24123/jbt.v2i01.1082
Aisyah, N. (2015). Pengaruh kualitas produk, daya tarik iklan terhadap minat beli produk Indomie (Studi kasus pada masyarakat di Bekasi). Jurnal Khatulistiwa Informatika, 3(2).
Ali Hasan. (2018). Pengaruh citra merek, kualitas produk, dan harga terhadap minat beli pakaian. Jurnal Indovisi, 1(3). https://doi.org/10.24912/jmbk.v3i6.6100
Alma, B. (2018). Manajemen pemasaran dan pemasaran jasa. Alfabeta.
Andi, & Tjiptono, F. (2015). Strategi pemasaran. Penerbit Andi.
Aprilia, N. R., & Utomo, S. B. (2022). Pengaruh harga, promosi dan kualitas produk terhadap minat beli ulang di masa pandemi Covid-19 (Studi pada konsumen OKUI Kopi 3.0 Surabaya). Jurnal Ilmu dan Riset Manajemen (JIRM), 11(2).
Assauri, S. (2014). Manajemen pemasaran. Rajawali Pers.
Assauri, S. (2017). Manajemen pemasaran. PT Raja Grafindo Persada.
Basuki, S. (2015). Metode penelitian. Wedatama Widya Sastra.
Duli, N. (2019). Metodologi penelitian kuantitatif: Beberapa konsep dasar untuk penulisan skripsi & analisis data dengan SPSS. CV Budi Utama.
Faradisa, I. (2016). Analisis pengaruh variasi produk, fasilitas, dan kualitas pelayanan terhadap minat beli ulang konsumen pada Indonesian Coffeeshop Semarang (Icos Café). Journal of Management, 2(2), 1-15.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Gitosudarmo, I. (2014). Manajemen pemasaran. BPFE Yogyakarta.
Hasanati, M., Wirasaid, L. A. P. W. S., & Retnowati, W. (2021). Pengaruh promosi di media sosial dan gaya hidup terhadap minat beli di toko online. Unram Management Review, 1(1), 35-41. https://doi.org/10.29303/ju.v1i1.26
Huda, N., et al. (2017). Pemasaran syariah: Teori dan aplikasi. Kencana.
Kalangi, N. J., Tamengkel, L. F., & Walangitan, O. F. (2019). Pengaruh celebrity endorser dan brand image terhadap keputusan pembelian shampoo Clear. Jurnal Administrasi Bisnis (JAB), 8(1), 44-54. https://doi.org/10.35797/jab.8.1.2019.23499.44-54
Katadata. (2022, Maret 26). 7 kedai kopi lokal favorit masyarakat Indonesia, apa saja? Databoks. https://databoks.katadata.co.id/datapublish/2022/03/26/7-kedai-kopi-lokal-favorit-masyarakat-indonesia-apa-saja
Kotler, P. (2005). Manajemen pemasaran (Edisi revisi Jilid 1; B. Molan, Penerj.). PT Indeks.
Kotler, P., & Armstrong, G. (2019). Prinsip-prinsip pemasaran (Edisi ke-12 Jilid I). Erlangga.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Prentice Hall.
Krisdayanto, I., Haryono, A. T., & Gagah, E. (2018). Analisis pengaruh harga, kualitas pelayanan, fasilitas, dan lokasi terhadap kepuasan konsumen di I Cafe Lina Putra Net Bandungan. Journal of Management, 4(4), 1-15. https://doi.org/10.53640/jemi.v15i1.383
Kuspriyono, T. (2016). Pengaruh ekuitas merek, kualitas produk, dan iklan terhadap keputusan pembelian smartphone merek Samsung. Jurnal Komunikasi, 7, 1-7.
Peter, J. P., & Olson, J. C. (2014). Perilaku konsumen dan strategi pemasaran. Salemba Empat.
Powa, G. A., Lapian, S. J., & Wenas, R. S. (2018). Pengaruh kualitas produk, harga dan word of mouth terhadap minat beli konsumen handphone pada mahasiswa FEB Unsrat. Jurnal EMBA, 6(3), 1188-1197. https://ejournal.unsrat.ac.id/index.php/emba/article/view/20082
Priyatno, D. (2014). Mandiri belajar analisis data dengan SPSS. Mediakom.
Roisah, R., & Riana, D. (2016). Telaah hubungan citra merek, kualitas produk dan keputusan pembelian konsumen. Ecodemica, 4(1), 1-8.
Santiago Lopez. (2016). Pulse oxymeter fundamental and design. Freescale Semiconductor, Application Note AN4327.
Sasambe, G., Massie, J. D., & Rogi, M. (2023). Pengaruh produk, harga, promosi terhadap minat beli konsumen di Freshmart Superstore Bahu Manado terkait penerapan protokol kesehatan dalam pencegahan Covid-19. Jurnal EMBA, 11(3), 186-195. https://doi.org/10.35794/emba.v11i3.48358
Silaen, S. (2018). Metodologi penelitian sosial untuk penulisan skripsi dan tesis. In Media.
Siyoto, S., & Sodik, A. (2015). Dasar metodologi penelitian. Literasi Media Publishing.
Solihin, D. (2020). Pengaruh kepercayaan pelanggan dan promosi terhadap keputusan pembelian konsumen pada online shop Mikaylaku dengan minat beli sebagai variabel intervening. Jurnal Mandiri: Ilmu Pengetahuan, Seni, dan Teknologi, 4(1), 38-51. https://doi.org/10.33753/mandiri.v4i1.99
Sudaryono. (2016). Manajemen pemasaran teori dan implementasi. ANDI.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sugiyono. (2021). Metode penelitian kualitatif. Alfabeta.
Suhania, F. T., & Rulirianto. (2021). Minat beli ulang pada produk Scarlett Whitening body lotion di Kota Malang. Jurnal Aplikasi Bisnis, 7, 101-104.
Tjiptono, F. (2015). Strategi pemasaran (Edisi ke-4). ANDI.
Tjiptono, F. (2017). Manajemen pemasaran jasa. PT Indeks Kelompok Gramedia.
Yunisya, & Yulianti. (2017). Pengaruh servicescape terhadap minat beli ulang (Studi pada konsumen Giggle Box Café & Resto Cihampelas Walk Bandung). Jurnal Computech & Bisnis, 11(2), 120-131.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen Kewirausahaan dan Teknologi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
