Pengaruh Kualitas Produk Dan Promosi Terhadapminat Beli Konsumen Pada Produk Lisa And Leo’s Organic Coffee

Haloho, Wistika Putri S (2023) Pengaruh Kualitas Produk Dan Promosi Terhadapminat Beli Konsumen Pada Produk Lisa And Leo’s Organic Coffee. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine whether product quality and promotion affect consumer buying interest in Lisa and Leo's Organic Coffee products. This type of research is descriptive with quantitative methods. The research population is cafes that collaborate with Lisa and Leo's Organic Coffee in Indonesia, totaling 65 cafes and the number of samples determined is 30 consumers and 1 business owner. Data collection techniques directly in the field through interviews and distributing research questionnaires. Data analysis using multiple linear regression tools. Based on the results of the study, it can be concluded that partially through the t test it is known that the product quality variable partially has a positive and significant effect on the variable interest in purchasing Lisa and Leo's Organic Coffee products. The promotion variable partially has a significant positive effect on the variable of intention to purchase Lisa and Leo's Organic Coffee products. The calculation of the coefficient of determination (R2) shows that the product quality and promotion variables influence the purchase intention variable. Simultaneously through the F test it is known that the product quality and promotion variables have a positive and significant effect on the purchase intention variable for Lisa and Leo's Organic Coffee products.

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