MENILAI PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN
STUDI PADA KONSUMEN DI KONVEKSI FASHION BALI
Abstract
Arah dari studi ini ditetapkan untuk mengevaluasi pengaruh kualitas produk, harga, dan promosi pada keputusan pembelian konsumen di Konveksi Fashion Bali. Penelitian ini didasari oleh permasalahan keputusan pembelian, terutama mengingat adanya tren penurunan dalam penjualan di industri ini. Pendekatan yang digunakan studi ini bersifat kuantitatif, dengan analisis hubungan antar variabel dilakukan melalui regresi linier berganda menggunakan perangkat lunak IBM SPSS Statistic 25. Jumlah sampel yang digunakan dalam penelitian ini terdiri dari 80 orang responden. Hasil penelitian diungkapkan dengan nilai R-Square untuk variabel keputusan pembelian adalah 0,643, yang menunjukkan bahwa 64,3% variasi dalam keputusan pembelian dijelaskan oleh variabel-variabel independen yang ada dalam model. Selain itu, nilai signifikansi untuk kualitas produk, harga, dan promosi tercatat sebesar 0,000, yang mengindikasikan bahwa pengaruh signifikan terhadap keputusan pembelian dimiliki oleh ketiga variabel tersebut. Temuan ini menekankan betapa pentingnya mutu produk, penetapan harga, dan strategi promosi dalam menentukan pilihan konsumen.
References
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Arief, S. et al. (2026) “Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk pada PT Wijaya Safetyndo Gas di Kota Makassar,” AKSIOMA : Jurnal Sains Ekonomi dan Edukasi, 3(2), pp. 329–341. Available at: https://doi.org/10.62335/aksioma.v3i2.2382.
Bambang (2025) “The Influence of Sales Promotion on Purchasing Decisions At Mini Markets in The Gayo Lues District Community,” Jurnal Semesta Ilmu Manajemen dan Ekonomi, 1(4), pp. 364–375. Available at: https://doi.org/10.71417/j-sime.v1i4.290.
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Karankot, U. and Thangeda, R. (2025) “Beyond the pyramid: exploring consumer preferences in low-income markets,” Journal of Consumer Marketing, 42(7), pp. 1059–1073. Available at: https://doi.org/10.1108/JCM-09-2024-7224.
Karmarkar, U.R., Shiv, B. and Knutson, B. (2015) “Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making,” Journal of Marketing Research, 52(4), pp. 467–481. Available at: https://doi.org/10.1509/jmr.13.0488.
Karmarkar, U.S. and Pitbladdo, R.C. (1997) “Quality, Class, and Competition,” Management Science, 43(1), pp. 27–39. Available at: https://doi.org/10.1287/mnsc.43.1.27.
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Levrini, G.R.D. and Jeffman dos Santos, M. (2021) “The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments,” Behavioral Sciences, 11(2), p. 16. Available at: https://doi.org/10.3390/bs11020016.
Martínez-Ruiz, M.P. and Gómez-Cantó, C.M. (2016) “Key External Influences Affecting Consumers’ Decisions Regarding Food,” Frontiers in Psychology, 7. Available at: https://doi.org/10.3389/fpsyg.2016.01618.
McQuiston, D.H. (1989) “Novelty, Complexity, and Importance as Causal Determinants of Industrial Buyer Behavior,” Journal of Marketing, 53(2), pp. 66–79. Available at: https://doi.org/10.1177/002224298905300205.
Misra, S., Pedada, K. and Sinha, A. (2022) “A Theory of Marketing’s Contribution to Customers’ Perceived Value,” Journal of Creating Value, 8(2), pp. 219–240. Available at: https://doi.org/10.1177/23949643221118152.
Miswanto, Ade Irma and Endah Trikurniasih (2025) “Pengaruh Kualitas Produk terhadap Keputusan Pembelian di Toko Moro Bootwear Jambi,” Ebisma (Economics, Business, Management, & Accounting Journal), 5(1), pp. 74–82. Available at: https://doi.org/10.61083/ebisma.v5i1.69.
Moore, S.T. (1995) “Pricing: A Normative Strategy in the Delivery of Human Services,” Social Work, 40(4), pp. 473–481. Available at: https://doi.org/10.1093/sw/40.4.473.
Muhamad Adam Badar, Lu’ Lu Ul Maknunah and M. Halim Fawazi (2025) “Pengaruh Kualitas Produk terhadap Keputusan Pembelian,” Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan, 3(3), pp. 48–56. Available at: https://doi.org/10.59061/masip.v3i3.1222.
Oktavian, R.F. and Wahyudi, H. (2022) “The Influence of Product Quality and Price on Purchase Decisions,” Almana : Jurnal Manajemen dan Bisnis, 6(2), pp. 379–392. Available at: https://doi.org/10.36555/almana.v6i2.1911.
Olshavsky, R.W. and Granbois, D.H. (1979) “Consumer Decision Making-Fact or Fiction?,” Journal of Consumer Research, 6(2), p. 93. Available at: https://doi.org/10.1086/208753.
Pasaribu, V.L.D. and Setiawan, R. (2024) “Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian di Optik Sejahtera Depok,” AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 4(1), pp. 155–163. Available at: https://doi.org/10.37481/jmeb.v4i1.681.
Paswan, A.K. and Ganesh, G. (2003) “Familiarity and interest: in a learning center service context,” Journal of Services Marketing, 17(4), pp. 393–419. Available at: https://doi.org/10.1108/08876040310482793.
Pratiwi, A., Junaedi, D. and Prasetyo, A. (2021) “Pengaruh Harga terhadap Keputusan Pembelian Konsumen:,” El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 2(2), pp. 150–160. Available at: https://doi.org/10.47467/elmal.v2i2.473.
Raghubir, P., Inman, J.J. and Grande, H. (2004) “The Three Faces of Consumer Promotions,” California Management Review, 46(4), pp. 23–42. Available at: https://doi.org/10.2307/41166273.
Rahayu, B., Lisaria Putri, R. and Sutrisno, J. (2023) “Product Quality Price and Image Brands Against Purchase Decisions,” Journal of Industrial Engineering and Management, 1(1), pp. 21–30. Available at: https://doi.org/10.52088/jaiem.v1i1.6.
Sulastri, R.E. (2023) “The Influence of Product Quality and Promotion on Consumer Purchase Decisions,” Almana : Jurnal Manajemen dan Bisnis, 7(3), pp. 604–612. Available at: https://doi.org/10.36555/almana.v7i3.2393.
Vaidya, G. and Kalita, P.C. (2021) “Understanding Emotions and their Role in the Design of Products: An Integrative Review,” Archives of Design Research, 34(3), pp. 5–21. Available at: https://doi.org/10.15187/adr.2021.08.34.3.5.
Vincencia, M. and Christiani, N. (2021) “The Effect of Product Quality, Price, and Promotion toward Students’ Purchase Decision for Telkomsel Products,” Review of Management and Entrepreneurship, 5(2), pp. 137–150. Available at: https://doi.org/10.37715/rme.v5i2.1803.
Vogrincic-Haselbacher, C. et al. (2021) “Not Too Much and Not Too Little: Information Processing for a Good Purchase Decision,” Frontiers in Psychology, 12. Available at: https://doi.org/10.3389/fpsyg.2021.642641.
Widodo, A. and Yusiana, R. (2023) “Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Dengan Usia Sebagai Moderator,” EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 11(1). Available at: https://doi.org/10.37676/ekombis.v11i1.2870.
Andriyani, Y., & Zulkarnaen, W. (2017). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Mobil Toyota Yaris Di Wijaya Toyota Dago Bandung. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 1(2), 80-103. https://doi.org/10.31955/mea.vol1.iss2.pp80-103.
Antriyandarti, E., Melati, N.S.K. and Maulana, R.A. (2024) “Understanding factors affecting rice purchasing decisions in Indonesia: Does rice brand matter?,” Open Agriculture, 9(1). Available at: https://doi.org/10.1515/opag-2022-0303.
Arief, S. et al. (2026) “Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk pada PT Wijaya Safetyndo Gas di Kota Makassar,” AKSIOMA : Jurnal Sains Ekonomi dan Edukasi, 3(2), pp. 329–341. Available at: https://doi.org/10.62335/aksioma.v3i2.2382.
Bambang (2025) “The Influence of Sales Promotion on Purchasing Decisions At Mini Markets in The Gayo Lues District Community,” Jurnal Semesta Ilmu Manajemen dan Ekonomi, 1(4), pp. 364–375. Available at: https://doi.org/10.71417/j-sime.v1i4.290.
Bessler, D.A. (1984) “Additional evidence on money and prices: U.S. data 1870–1913,” Explorations in Economic History, 21(2), pp. 125–132. Available at: https://doi.org/10.1016/0014-4983(84)90020-2.
Blut, M. et al. (2024) “Customer Perceived Value: A Comprehensive Meta-analysis,” Journal of Service Research, 27(4), pp. 501–524. Available at: https://doi.org/10.1177/10946705231222295.
Chithravani, K. and Andrew, A. (2021) “The Impact of Seasonal Promotional Tools on Consumer Purchase Decision Toward Appliance Industry Hatton Area, Nuwara Eliya District,” Journal of Management, 16(2), pp. 09–16. Available at: https://doi.org/10.4038/jm.v16i2.7626.
Dodds, W.B., Monroe, K.B. and Grewal, D. (1991) “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28(3), pp. 307–319. Available at: https://doi.org/10.1177/002224379102800305.
Gaol, R.I.L. et al. (2024) “Analysis of the Influence of Product Price and Quality on Consumer Purchasing Decisions (Case study: Economics Study Program Students, Faculty of Economics, Medan State University),” AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia, 3(2), pp. 1484–1492. Available at: https://doi.org/10.57235/aurelia.v3i2.2804.
Hair, J. J. F., C. Black, W., J. Babin, B., & E. Anderson, R. (2013) Multivariate Data Analysis. 7th ed. Pearson Education Limited, 2013.
Jackson, D.W., Keith, J.E. and Burdick, R.K. (1984) “Purchasing Agents’ Perceptions of Industrial Buying Center Influence: A Situational Approach,” Journal of Marketing, 48(4), pp. 75–83. Available at: https://doi.org/10.1177/002224298404800408.
Karankot, U. and Thangeda, R. (2025) “Beyond the pyramid: exploring consumer preferences in low-income markets,” Journal of Consumer Marketing, 42(7), pp. 1059–1073. Available at: https://doi.org/10.1108/JCM-09-2024-7224.
Karmarkar, U.R., Shiv, B. and Knutson, B. (2015) “Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making,” Journal of Marketing Research, 52(4), pp. 467–481. Available at: https://doi.org/10.1509/jmr.13.0488.
Karmarkar, U.S. and Pitbladdo, R.C. (1997) “Quality, Class, and Competition,” Management Science, 43(1), pp. 27–39. Available at: https://doi.org/10.1287/mnsc.43.1.27.
Laksana, A.I. (2022) “The Influence of Promotion and Product Quality on Purchase Decisions Mediated by Consumer Satisfaction at PT. Maybank Indonesia Finance,” International Journal of Current Science Research and Review, 05(02). Available at: https://doi.org/10.47191/ijcsrr/V5-i2-33.
Lerner, J.S. et al. (2015) “Emotion and Decision Making,” Annual Review of Psychology, 66(1), pp. 799–823. Available at: https://doi.org/10.1146/annurev-psych-010213-115043.
Levrini, G.R.D. and Jeffman dos Santos, M. (2021) “The Influence of Price on Purchase Intentions: Comparative Study between Cognitive, Sensory, and Neurophysiological Experiments,” Behavioral Sciences, 11(2), p. 16. Available at: https://doi.org/10.3390/bs11020016.
Martínez-Ruiz, M.P. and Gómez-Cantó, C.M. (2016) “Key External Influences Affecting Consumers’ Decisions Regarding Food,” Frontiers in Psychology, 7. Available at: https://doi.org/10.3389/fpsyg.2016.01618.
McQuiston, D.H. (1989) “Novelty, Complexity, and Importance as Causal Determinants of Industrial Buyer Behavior,” Journal of Marketing, 53(2), pp. 66–79. Available at: https://doi.org/10.1177/002224298905300205.
Misra, S., Pedada, K. and Sinha, A. (2022) “A Theory of Marketing’s Contribution to Customers’ Perceived Value,” Journal of Creating Value, 8(2), pp. 219–240. Available at: https://doi.org/10.1177/23949643221118152.
Miswanto, Ade Irma and Endah Trikurniasih (2025) “Pengaruh Kualitas Produk terhadap Keputusan Pembelian di Toko Moro Bootwear Jambi,” Ebisma (Economics, Business, Management, & Accounting Journal), 5(1), pp. 74–82. Available at: https://doi.org/10.61083/ebisma.v5i1.69.
Moore, S.T. (1995) “Pricing: A Normative Strategy in the Delivery of Human Services,” Social Work, 40(4), pp. 473–481. Available at: https://doi.org/10.1093/sw/40.4.473.
Muhamad Adam Badar, Lu’ Lu Ul Maknunah and M. Halim Fawazi (2025) “Pengaruh Kualitas Produk terhadap Keputusan Pembelian,” Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan, 3(3), pp. 48–56. Available at: https://doi.org/10.59061/masip.v3i3.1222.
Oktavian, R.F. and Wahyudi, H. (2022) “The Influence of Product Quality and Price on Purchase Decisions,” Almana : Jurnal Manajemen dan Bisnis, 6(2), pp. 379–392. Available at: https://doi.org/10.36555/almana.v6i2.1911.
Olshavsky, R.W. and Granbois, D.H. (1979) “Consumer Decision Making-Fact or Fiction?,” Journal of Consumer Research, 6(2), p. 93. Available at: https://doi.org/10.1086/208753.
Pasaribu, V.L.D. and Setiawan, R. (2024) “Pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian di Optik Sejahtera Depok,” AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 4(1), pp. 155–163. Available at: https://doi.org/10.37481/jmeb.v4i1.681.
Paswan, A.K. and Ganesh, G. (2003) “Familiarity and interest: in a learning center service context,” Journal of Services Marketing, 17(4), pp. 393–419. Available at: https://doi.org/10.1108/08876040310482793.
Pratiwi, A., Junaedi, D. and Prasetyo, A. (2021) “Pengaruh Harga terhadap Keputusan Pembelian Konsumen:,” El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 2(2), pp. 150–160. Available at: https://doi.org/10.47467/elmal.v2i2.473.
Raghubir, P., Inman, J.J. and Grande, H. (2004) “The Three Faces of Consumer Promotions,” California Management Review, 46(4), pp. 23–42. Available at: https://doi.org/10.2307/41166273.
Rahayu, B., Lisaria Putri, R. and Sutrisno, J. (2023) “Product Quality Price and Image Brands Against Purchase Decisions,” Journal of Industrial Engineering and Management, 1(1), pp. 21–30. Available at: https://doi.org/10.52088/jaiem.v1i1.6.
Sulastri, R.E. (2023) “The Influence of Product Quality and Promotion on Consumer Purchase Decisions,” Almana : Jurnal Manajemen dan Bisnis, 7(3), pp. 604–612. Available at: https://doi.org/10.36555/almana.v7i3.2393.
Vaidya, G. and Kalita, P.C. (2021) “Understanding Emotions and their Role in the Design of Products: An Integrative Review,” Archives of Design Research, 34(3), pp. 5–21. Available at: https://doi.org/10.15187/adr.2021.08.34.3.5.
Vincencia, M. and Christiani, N. (2021) “The Effect of Product Quality, Price, and Promotion toward Students’ Purchase Decision for Telkomsel Products,” Review of Management and Entrepreneurship, 5(2), pp. 137–150. Available at: https://doi.org/10.37715/rme.v5i2.1803.
Vogrincic-Haselbacher, C. et al. (2021) “Not Too Much and Not Too Little: Information Processing for a Good Purchase Decision,” Frontiers in Psychology, 12. Available at: https://doi.org/10.3389/fpsyg.2021.642641.
Widodo, A. and Yusiana, R. (2023) “Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Dengan Usia Sebagai Moderator,” EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 11(1). Available at: https://doi.org/10.37676/ekombis.v11i1.2870.
Published
2026-04-12
How to Cite
Wibawa, I. M. G. A. B., Pertama, I. G. A. W., Purba, I. I. W., & Setena, M. (2026). MENILAI PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 2494-2507. https://doi.org/10.31955/mea.v10i1.7361
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