Pengaruh Harga dan Promosi Terhadap Keputusan Pembelian Saat Pandemi COVID-19 (Studi Kasus Pada Kingdom Coffee Bandung)

Abstract

Abstract. Recently, coffee shops have become very popular in Indonesia, especially in big cities. Especially for today's young generation, hanging around coffee shops is no longer necessary, but has become a lifestyle. The questions contained in this research are expressed as: how does Kingdom Coffee set prices in Bandung, how does Kingdom Coffee promote sales in Bandung, how does Kingdom Coffee consumer purchasing decisions in Bandung, and how much influence does price have on decision making? Buying Kingdom coffee in Bandung during the Covid 19 pandemic. How much influence did the promotion have on the decision to buy Kingdom coffee products in Bandung during the Covid 19 pandemic? It is important to determine prices and promotions to buy Kingdom coffee in Bandung during the Covid 19 pandemic. How big is the influence of coffee purchasing decisions. In this research, the method used is survey research method. Investigative research is a method used in research that directly observes symptoms in large or small populations. This type of research conducted by researchers is a type of quantitative verification research. Based on the results of research and discussion of prices and promotions on purchasing decisions of Kingdom Coffee Bandung, the following conclusions can be drawn: The application of the price of Kingdom Coffee Bandung has several indicators, namely price affordability is stated in the sufficient category. , Price and quality suitability are in the fair category, price competitiveness is in the fair category, and price and income compatibility are in the adequate category. From the overall data, Kingdom Coffee's price is in the adequate category. For Kingdom Coffee promotion via radio, television and email is in the "bad" category. There are several indicators in coffee promotion activities at Kingdom Coffee, including social media, television, radio, email, and online media. Among all these indicators, there are three indicators which are bad indicators, namely radio, television and email. Respondents' responses to all coffee price indicators at Kingdom Coffee Bandung (including price affordability, price and quality suitability, price competitiveness, price suitability and benefits) are in the moderate category. Respondents' response to the promotion of Kingdom Coffee Bandung, all indicators including email, TV and radio are in the bad category. The reciprocal influence between price and promotion variables has a significant or positive influence on the purchasing decision of Kingdom Coffee Bandung, and the level of influence is high and the relationship is in the right direction, so that purchasing decisions will increase with increasing prices and promotional activities. increased. That there is a significant or positive influence between price and promotion variables on purchasing decisions at Kingdom Coffee Bandung. There is a significant or positive influence between price and promotion variables on purchasing decisions of Kingdom Coffee Bandung.

Keywords: price, promotion, purchase decision, kingdom coffee bandung

 

Abstrak. Belakangan ini, kedai kopi menjadi sangat populer di Indonesia, terutama di kota-kota besar. Apalagi bagi generasi muda saat ini, berkeliaran di kedai kopi sudah tidak perlu lagi, melainkan sudah menjadi gaya hidup. Pertanyaan-pertanyaan yang terkandung dalam penelitian ini diungkapkan sebagai: bagaimana Kingdom Coffee menetapkan harga di Kota Bandung, bagaimana Kingdom Coffee mempromosikan penjualan di Bandung, bagaimana keputusan pembelian konsumen Kingdom Coffee di Bandung, dan seberapa besar pengaruh harga terhadap pengambilan keputusan? Membeli kopi Kingdom di Bandung saat pandemi Covid 19. Seberapa besar pengaruh promosi terhadap keputusan untuk membeli produk kopi Kingdom di Bandung saat pandemi Covid 19? Penetapan harga dan promosi penting dilakukan untuk membeli kopi Kingdom di Bandung saat pandemi Covid 19. Seberapa besar pengaruh keputusan pembelian kopi. Dalam penelitian ini metode yang digunakan adalah metode penelitian survei. Penelitian investigasi adalah metode yang digunakan dalam penelitian yang secara langsung mengamati gejala pada populasi besar atau kecil. Jenis penelitian yang dilakukan peneliti adalah jenis penelitian verifikasi kuantitatif. Berdasarkan hasil penelitian dan pembahasan harga dan promosi terhadap keputusan pembelian Kingdom Coffee Bandung, maka dapat ditarik kesimpulan sebagai berikut: Penerapan harga Kingdom Coffee Bandung memiliki beberapa indikator yaitu keterjangkauan harga dinyatakan dalam kategori cukup. , Kesesuaian harga dan kualitas berada pada kategori cukup, daya saing harga dalam kategori cukup, dan kesesuaian harga dan pendapatan berada pada kategori cukup Dari data keseluruhan, harga Kingdom Coffee berada pada kategori cukup. Untuk promosi Kingdom Coffee melalui radio, televisi dan email termasuk dalam kategori "buruk". Ada beberapa indikator dalam kegiatan promosi kopi di Kingdom Coffee antara lain media sosial, televisi, radio, email, dan media online. Diantara semua indikator tersebut, terdapat tiga indikator yang merupakan indikator buruk yaitu radio, televisi dan email. Tanggapan responden terhadap semua indikator harga kopi di Kingdom Coffee Bandung (termasuk keterjangkauan harga, kesesuaian harga dan kualitas, daya saing harga, kesesuaian harga dan manfaat) berada pada kategori cukup. Tanggapan responden terhadap promosi Kingdom Coffee Bandung, semua indikator termasuk email, TV dan radio termasuk dalam kategori buruk. Pengaruh timbal balik antara variabel harga dan promosi memiliki pengaruh yang signifikan atau positif terhadap keputusan pembelian Kingdom Coffee Bandung, dan tingkat pengaruhnya tinggi serta hubungan berada pada arah yang benar, sehingga keputusan pembelian akan meningkat dengan meningkatnya harga dan kegiatan promosi. meningkat. Bahwa terdapat pengaruh yang signifikan atau positif antra variabel harga dan promosi terhadap keputusan pembelian di Kingdom Coffee Bandung.Terdapat pengaruh yang signifikan atau positif antara variabel harga dan promosi terhadap keputusan pembelian Kingdom Coffee Bandung.

 

Kata kunci: harga, promosi, keputusan pembelian, kingdom coffee bandung