Pengaruh Harga, Kualitas Produk, dan Promosi Word of Mouth terhadap Minat Beli Susu Kambing Etawa Peternakan Narayana Farm

Abstract

This study was conducted with the aim of analyzing the effect of price, product quality, and Word of Mouth promotion on the buying interest in Etawa goat milk products, both partially and simultaneously at Narayana Farm Dairy Goat Farm in Banyuanyar Village, Boyolali Regency. This research used a quantitative method by collecting data through questionnaires distributed via Google Form and filled out directly. The population of this study was the residents of Banyuanyar Village, Ampel District, Boyolali Regency, with a sample of 184 respondents determined using purposive sampling technique.The data analysis techniques used are instrument tests (validity and reliability), classical assumption tests (normality, heteroscedasticity, multicollinearity, and autocorrelation), as well as hypothesis testing with multiple linear regression analysis, t-test, F-test, and coefficient of determination test (R²). The research results show that: (1) price has a positive and significant effect on purchase intention (β=0.231; sig=0.004); (2) product quality has a positive and significant effect on purchase intention (β=0.225; sig=0.004); (3) Word of Mouth promotion has a positive and significant effect on purchase intention and is the most dominant variable (β=0.536; sig=0.000); and (4) price, product quality, and Word of Mouth promotion simultaneously have a positive and significant effect on purchase intention (F=195.160; sig=0.000). The Adjusted R Square value of 0.761 indicates that the three independent variables are able to explain 76.1% of the variation in consumer purchase intention, while the remaining 23.9% is influenced by other factors outside the research model.