Pengaruh Kualitas Produk, Persepsi Harga, Dan Ulasan Pelanggan Online Terhadap Keputusan Pembelian Konsumen Gen Z Di Es Kopi Indonesia

Amelia Maharani, Indra Fahrizal

Sari


Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga, dan ulasan pelanggan online terhadap keputusan pembelian konsumen Generasi Z di outlet es kopi Indonesia. Populasi penelitian ini terdiri dari konsumen yang pernah berkunjung ke outlet tersebut lebih dari satu kali, dengan sampel diambil menggunakan teknik pengambilan sampel acak. Metode yang digunakan adalah pendekatan kuantitatif dengan analisis Structural Equation Modeling Partial Least Squares. Hasil penelitian ini menunjukkan bahwa kualitas produk dan persepsi harga memiliki pengaruh signifikan terhadap keputusan pembelian, sementara ulasan pelanggan online tidak menunjukkan dampak yang signifikan. Kesimpulan penelitian menegaskan bahwa untuk menarik konsumen Generasi Z, outlet es kopi perlu memprioritaskan peningkatan kualitas produk dan strategi harga yang kompetitif, sedangkan ulasan online tampaknya kalah berpengaruh dibandingkan rekomendasi langsung dari teman atau keluarga.

Kata Kunci: Kualitas Produk, Persepsi Harga, Ulasan Pelanggan Online, Keputusan Pembelian, Generasi Z.


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DOI: https://doi.org/10.37531/yum.v8i1.8294

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