Pengaruh kualitas produk, harga, dan promosi terhadap niat beli konsumen pada produk kerajinan tangan di toko Lind’s Craft, Jakarta
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Abstract
This research aims to analyze the influence of product quality, price, and promotion on consumer purchasing intentions for handicraft products at the Lind’s Craft Store, Jakarta. The analytical research method used is multiple linear regression analysis with SPSS 25 tools. The sampling method in this research is nonprobability sampling with a convenience sampling technique. The number of samples in this research was 250 respondents. The results of this research show that the three variables of product quality, price, and promotion positively affect consumer purchase intentions for Lind’s Craft, Jakarta products, both partially and jointly. The suggestions from this research are that it is hoped that Lind’s Craft, Jakarta needs to pay attention to the level of product quality, price, and promotion to increase consumer and customer purchasing intentions for the handicraft products offered by Lind’s Craft. It would be better if product prices need to be designed and adjusted to the quality or perceived benefits so that consumers’ purchasing intentions increase. Promotion by recommending brands can also increase consumer purchasing intentions. Product quality by highlighting product innovation and after-sales service is also an effort that needs to be made to increase consumer purchasing intentions for handicraft products from Lind’s Craft, Jakarta.
Penelitian ini bertujuan untuk menganalisis dan melihat pengaruh kualitas produk, harga, dan promosi terhadap niat beli konsumen pada produk kerajinan tangan di toko Lind’s Craft, Jakarta. Metode penelitian analisis yang digunakan, yakni analisis regresi linier berganda dengan alat bantu SPSS 25. Metode pengambilan sampel dalam penelitian ini adalah secara non-probability sampling dengan teknik convenience sampling. Jumlah sampel dalam penelitian ini sebanyak 250 responden. Hasil penelitian ini menunjukkan bahwa ketiga variabel kualitas produk, harga dan promosi berpengaruh positif terhadap niat beli konsumen pada produk Lind’s Craft, Jakarta baik secara parsial maupun bersama-sama. Saran dari penelitian ini diharapkan pihak Lind’s Craft, Jakarta perlu memperhatikan tingkat kualitas produk, harga, serta promosi untuk meningkatkan niat beli konsumen dan pelanggan pada produk kerajinan tangan yang ditawarkan oleh Lind’s Craft. Sebaiknya harga produk perlu dirancang dan disesuaikan dengan kualitas atau manfaat yang dirasakan agar niat beli konsumen semakin naik. Promosi dengan cara merekomendasikan merek dapat pula membuat niat beli konsumen meningkat. Kualitas produk dengan menonjolkan inovasi produk dan pelayanan after sales juga merupakan upaya yang perlu dilakukan untuk meningkatkan niat beli konsumen pada produk kerajinan tangan Lind’s Craft, Jakarta.
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