Pengaruh Kualitas Produk, Harga, dan Promosi Digital terhadap Keputusan Pembelian Konsumen pada Industri Kuliner
DOI:
https://doi.org/10.55606/jumbiku.v6i2.7581Keywords:
Culinary Industry, Digital Promotion, Price, Product Quality, Purchase DecisionAbstract
This study aims to analyze the influence of product quality, price, and digital promotion on consumer purchase decisions in the culinary industry. This research employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software. Data were collected from 150 consumers of culinary products in Padang City selected using purposive sampling techniques. The research model was evaluated through the outer model analysis to assess construct validity and reliability, as well as the inner model analysis to examine the structural relationships among variables. The findings reveal that product quality, price, and digital promotion have a positive and significant effect on consumer purchase decisions. Digital promotion was identified as the most dominant factor influencing purchase decisions, indicating that effective digital marketing strategies play an essential role in shaping consumer preferences and purchasing behavior in the digital era. This study contributes to consumer behavior literature by integrating product attributes and digital marketing strategies into a comprehensive model of purchase decision formation. The implications suggest that culinary businesses should continuously improve product quality, develop value-based pricing strategies, and optimize digital promotion activities to enhance competitiveness and strengthen consumer engagement.
Downloads
References
Ahn, J., & Back, K. J. (2020). The structural relationship among brand experience, brand relationship quality, and customer loyalty. Journal of Hospitality and Tourism Management, 42, 1–9. https://doi.org/10.1016/j.jhtm.2019.11.004
Bilgin, Y. (2020). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 8(1), 1–20. https://doi.org/10.15295/bmij.v8i1.1392
Chatterjee, S., Rana, N. P., & Dwivedi, Y. K. (2021). Social media marketing and customer engagement: A review and future research agenda. International Journal of Information Management, 57, 102–137. https://doi.org/10.1016/j.ijinfomgt.2020.102137
Chen, Y., Lee, Y., & Wu, C. (2021). The impact of product quality on customer satisfaction and purchase intention. Journal of Retailing and Consumer Services, 61, 102–564. https://doi.org/10.1016/j.jretconser.2021.102564
Ding, Y., & Keh, H. T. (2021). Consumer behavior in food consumption: The role of perceived value and quality. Food Quality and Preference, 92, 104–238. https://doi.org/10.1016/j.foodqual.2021.104238
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., et al. (2021). Setting the future of digital and social media marketing research. International Journal of Information Management, 59, 102–168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Huang, R., Chang, W., & Chen, H. (2021). Price perception and consumer purchase intention in online markets. Journal of Business Research, 123, 1–10. https://doi.org/10.1016/j.jbusres.2020.09.015
Ismagilova, E., Slade, E., Rana, N., & Dwivedi, Y. (2020). The effect of electronic word of mouth communications on intention to buy. Information Systems Frontiers, 22, 1203–1224. https://doi.org/10.1007/s10796-019-09924-y
Konuk, F. A. (2020). The role of price fairness in food purchasing decisions. Journal of Retailing and Consumer Services, 55, 102–101. https://doi.org/10.1016/j.jretconser.2020.102101
Kumar, V., Rajan, B., & Gupta, S. (2022). Customer engagement and value creation in digital environments. Journal of Business Research, 140, 1–12. https://doi.org/10.1016/j.jbusres.2021.11.012
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson.
Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan digital marketing bagi usaha mikro, kecil dan menengah pada era masyarakat ekonomi ASEAN. Jurnal Manajemen Dewantara, 1(2), 61–76.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Prasetyo, B., & Sunarti, S. (2020). Pengaruh kualitas produk dan promosi terhadap keputusan pembelian konsumen. Jurnal Administrasi Bisnis, 78(1), 15–22.
Sari, D. P., & Yulianto, E. (2021). Pengaruh kualitas produk terhadap keputusan pembelian pada industri makanan dan minuman. Jurnal Ilmu Administrasi Bisnis, 10(2), 120–130.
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Ali, M., Puah, C. H., Ayob, N., & Raza, S. A. (2022). Factors influencing purchase intention and consumer behavior in digital marketplace environments. Journal of Retailing and Consumer Services, 65, 102890.
Bilgin, Y. (2022). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 10(1), 1–15.
Boksberger, P., & Melsen, L. (2021). Perceived value and consumer decision-making: A contemporary perspective. Journal of Consumer Behaviour, 20(5), 1038–1052.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., et al. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Manajemen, Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
_001.jpg)
