Pengaruh Cita Rasa, Persepsi Harga dan Customer Relationship Management Terhadap Keputusan Pembelian Minuman Boba Sel-Sel Cheesetea di Tumpaan

The Influence of Taste, Price Perception and Customer Relationship Management on the Purchase Decision of Boba Drinks Cheesetea Cells in Tumpaan

Abstract

Abstrak: Kepopuleran minuman dengan bahan dasar boba menjadi tren bisnis dalam dunia bisnis makanan dan minuman. Salah satunya adalah minuman boba sel-sel cheesetea di Tumpaan. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Cita Rasa, Persepsi Harga dan Customer Relationship Terhadap Keputusan Pembelian Minuman Boba Sel-Sel Cheesetea Di Tumpaan. Jenis penelitian ini adalah kuantitatif dengan jumlah sampel 57 responden yang diambil dari jumlah rata-rata konsumen Sel-Sel Cheesetea boba Di Tumpaan. Analisis data penelitian menggunakan Validitas dan Reliabilitas, Uji Multikolinearitas, Uji Heterokedastisitas, Uji normalitas, Uji normalitas, Koefisien Korelasi (R) dan Koefisien Determinasi (R2), Regresi Linear Berganda, Uji hipotesis.

Hasil penelitian, analisis data dan pembahasan dari Cita Rasa, Persepsi Harga dan Customer Relationship Management terhadap Keputusan Pembelian Minuman Boba Sel-Sel Cheesetea di Tumpaan.  Berdasarkan hasil pengujian secara parsial Cita Rasa dan Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian Minuman Boba Sel-Sel Cheesetea di Tumpaan. Hasil pengujian parsial Customer Relationship Management berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian Minuman Boba Sel-Sel Cheesetea di Tumpaan. Hasil pengujian penelitian secara simultan bahwa variabel Citra Rasa, Persepsi Harga dan Customer Relationship Management berpengaruh  terhadap Keputusan Pembelian Minuman Boba Sel-Sel Cheesetea di Tumpaan.

Kata Kunci: cita rasa, persepsi harga dan customer relationship management dan keputusan pembelian minuman

Abstract: The popularity of boba beverages has become a business trend in the world of food and beverage business. One of them is the boba drink of cheesetea cells in Tumpaan. This study aims to determine how much influence Taste, Price Perception and Customer Relationship have on the purchase decision of boba drinks of cheesetea cells in Tumpaan. This type of research is quantitative with a sample of 57 respondents taken from the average number of consumers of Cheesetea boba cells in Tumpaan. Analysis of research data using Validity and Reliability, Multicollinearity Test, Heterokedasticity Test, Normality Test, Normality Test, Correlation Coefficient (R) and Determination Coefficient (R2), Multiple Linear Regression, Hypothesis Test.

The results of research, data analysis and discussion of Taste, Price Perception and Customer Relationship Management on Boba Beverage Purchasing Decisions of Cheesetea Cells in Tumpaan.  Based on the partial test results, Taste and Price Perception have a positive and significant effect on the Purchase Decision of Boba Beverages, Cheesetea Cells in Tumpaan. The results of partial Customer Relationship Management testing have a positive and insignificant effect on the Purchase Decision of Boba Beverage Cheesetea Cells in Tumpaan. The results of the research test simultaneously that the variables of Taste Image, Price Perception and Customer Relationship Management affect the Purchase Decision of Boba Beverages Cheesetea Cells in Tumpaan.

Keywords : taste, price perception and customer relationship management, purchasing decision.