Persepsi Konsumen dalam Memediasi Hubungan Promosi terhadap Keputusan Pembelian pada Industri Kreatif Sektor Kuliner

Marwan Effendi; Andi Primafira B. Eka

doi:10.37817/ikraith-ekonomika.v7i2.3346

Marwan Effendi
Andi Primafira B. Eka

DOI: https://doi.org/10.37817/ikraith-ekonomika.v7i2.3346

Keywords: Keputusan Pembelian, Persepsi Konsumen, Promosi, Purchase Decisions, Customer Perception, Promotion

Abstract

ABSTRAK
Penelitian dilakukan selama bulan Juli - Agustus 2023, dengan tujuan untuk mendapatkan kajian
mendalam pengaruh promosi terhadap keputusan pembelian, dengan persepsi konsumen sebagai
mediasi. Metode yang digunakan kuantitatif deskriptif dan verifikatif, penelitian dilakukan pada
Signal Coffee Depok Jawa Barat, subjeknya adalah pembeli dengan ukuran sampel sebesar 100
responden dengan teknik random sampling. Pengumpulan data menggunakan kuesioner tertutup
dengan 3 variabel konstruk Promosi (PR), Persepsi Konsumen (PK) dan Keputusan Pembelian (KP).
Analisis konstruk dengan menggunakan Structural Equation Modelling (SEM) Partial Least Square
(PLS), pengujian instrumen dengan outer model dan pengujian model dengan inner model. Dengan
hasil H1: Promosi berpengaruh signifikan terhadap Persepsi Konsumen, H2: Promosi tidak
berpengaruh signifikan terhadap Keputusan Pembelian secara langsung, H3: Persepsi Konsumen
tidak berpengaruh terhadap Keputusan Pembelian ditolak, H4: Promosi berpengaruh signifikan
terhadap Keputusan Pembelian dimediasi Persepsi Konsumen.
Kata kunci : Keputusan Pembelian, Persepsi Konsumen, Promosi
ABSTRACT
The research was conducted during July - August 2023, with the aim of obtaining an in-depth study of
the influence of promotions on purchasing decisions, with consumer perceptions as mediation. The method
used is quantitative descriptive and verification. The research was conducted at Signal Coffee Depok Jawa
Barat, the subjects were buyers with a sample size of 100 respondents using random sampling technique.
Data collection used a closed questionnaire with 3 construct variables Promotion (PR), Consumer
Perception (PK) and Purchase Decision (KP). Construct analysis using Partial Least Square (PLS)
Structural Equation Modeling (SEM), instrument testing with the outer model and model testing with the
inner model. With the results H1: Promotion has a significant effect on Consumer Perceptions, H2:
Promotion has no significant effect on Purchase Decisions directly, H3: Consumer Perceptions have no effect
on Purchase Decisions is rejected, H4: Promotion has a significant effect on Purchase Decisions mediated
by Consumer Perceptions
Keyword : Purchase Decisions, Customer Perception, Promotion

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