Analisis Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Teh Pucuk Harum pada Konsumen Toko Sena Mart di Lumajang

Abstract

Among the many ready-to-consume tea products in Indonesia, one of the most popular is the Pucuk Harum Tea. In 3 consecutive years - Fragrant Shoots Tea has been ranked first on the Top Brand Index (TBI) even though it only appeared on the market around 2011. Shoots tea has been successful in the market. Researchers want to know how much the variables in this study influence the decision to buy fragrant shoot tea at the Sena Mart shop in Lumajang. This research uses quantitative research methods. Data was collected by distributing questionnaires, the number of respondents in this study were 92 respondents. The total population in this study was 120 and the sampling technique used was nonpronanility sampling. Hypothesis testing was carried out using multiple linear regression analysis techniques. After partial testing or t-test, the following results are obtained: 1) product quality has a significant effect on the purchase of Harum Shoots Tea products at Sena Mart Stores in Lumajang. 2) price has a significant effect on the purchase of Harum Pucuk Tea products at the Sena Mart Shop in Lumajang. 3) Promotion has a significant effect on the purchase of Harum Pucuk Tea products at the Sena Mart Shop in Lumajang.