Published: 2023-06-01

The Influence of Price, Product Quality and Promotion on Customers Purchase Intention of Pasteurized Milk Products

DOI: 10.35870/jemsi.v9i3.1109

Frans Sudirjo, Tengku Kespandiar, Agus Nurofik, Septianti Permatasari Palembang, Miranti Pradipta Utami
  • Frans Sudirjo: Universitas 17 Agustus 1945 Semarang ROR
  • Tengku Kespandiar: Politeknik Negeri Bengkalis
  • Agus Nurofik: STIA Adabiah Padang
  • Septianti Permatasari Palembang: University of Pattimura ROR
  • Miranti Pradipta Utami: Politeknik Lembaga Pendidikan dan Pengembangan Profesi Indonesia
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Abstract

This study uses the multiple linear regression method using the SPSS 20 application. Results of the equation Y = - 5.130 + 0.249X1 + 0.747X2 + 0.409X3 for multiple linear regression. There is a partial effect of product quality (X1) on consumer buying interest, according to the findings of the t-test on the product quality variable (X1) (t-count value of 5.220 > t-table value of 1.992). (Y). There is a somewhat significant influence of promotion on consumer buying interest, as indicated by the promotion variable's (X2) t-count value of 7,379 > t-table 1,992. (Y). There is a relationship between the price of pasteurized milk and consumer purchasing interest, as indicated by the price variable (X3) having a t-count value of 2,304 > t-table 1,992. (Y). Partly, and the results of the F test show that there is an effect of product quality (X1), promotion (X2), and price (X3) of milk on consumer buying interest (Y) at the same time (f-count value of 170.823 > f-table 2.73). (simultaneously).

Keywords

product quality, promotion, price, purchase interest, customer, milk.

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How to Cite

Sudirjo, F., Tengku Kespandiar, Agus Nurofik, Septianti Permatasari Palembang, & Miranti Pradipta Utami. (2023). The Influence of Price, Product Quality and Promotion on Customers Purchase Intention of Pasteurized Milk Products. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(3), 650-654. https://doi.org/10.35870/jemsi.v9i3.1109
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 9 No. 3 (2023)

  • Section: Articles

  • Published: 2023-06-01

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