THE INFLUENCE OF PRODUCT QUALITY, PRICE PERCEPTION, AND PROMOTION ON PURCHASE DECISIONS OF CATFISH STICK CONSUMERS IN NGAWI CITY

Abstract

bagaimana kualitas produk, persepsi harga, dan promosi memengaruhi keputusan pembelian stik ikan ele Beleys di Kota Ngawi. Produk ini merupakan salah satu inovasi UMKM dalam sektor makanan ringan berbasis ikan air tawar. Meskipun telah dikenal oleh konsumen secara uas, tingkat pembelian produk masih tergolong rendah jika dibandingkan dengan produk sejenis seperti stik tempe dan stik bawang. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 384 responden yang merupakan konsumen stik ikan ele di wilayah Ngawi. Metode analisis data yang digunakan adalah regresi inier berganda untuk menguji pengaruh variabel bebas terhadap keputusan pembelian secara parsial. Penelitian ini diolah dengan menggunakan SPSS Versi 25. Berdasarkan hasil penelitian, kualitas produk, persepsi harga, dan promosi terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Temuan penelitian ini menunjukkan bahwa peningkatan kualitas produk sangat penting dan strategi penetapan harga yang sesuai, serta perlunya optimalisasi strategi promosi, khususnya melalui media digital.
Kata kunci: Kualitas Produk, Persepsi Harga, Promosi, Keputusan Pembelian, Stik Ikan ele
Abstract
This study aims to analyze the influence of product quality, price perception, and promotion on the purchasing decisions of Beleys catfish sticks in Ngawi City. This product is one of the SME innovations in the freshwater fish-based snack food sector. Although it is widely recognized by consumers, the evel of product purchases remains relatively ow compared to similar products such as tempeh sticks and onion sticks. This study employs a quantitative approach, with data collected through questionnaires distributed to 388 respondents who are consumers of catfish sticks in the Ngawi area. The data analysis method used is multiple inear regression to examine the partial influence of independent variables on purchasing decisions. The analysis was processed using SPSS Version 25. The results of the study show that product quality, price perception, and promotion have a positive and significant effect on purchasing decisions. These findings emphasize the importance of improving product quality and implementing appropriate pricing strategies, as well as optimizing promotional efforts, particularly through digital media.
Keywords: Product Quality, Price Perception, Promotion, Purchasing Decision, Catfish Stick