PENGARUH PROMOSI, HARGA, DAN KUALITAS PRODUK SUSU PASTEURISASI KPBS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KPBS PANGALENGAN

Abstract

The dairy industry in Indonesia, particularly pasteurized milk products, has experienced rapid growth in recent years. KPBS Pangalengan is one of the main producers in the local dairy industry. Although  KPBS Pangalengan was well known for its good product quality, KPBS Pangalengan faced  challenges in maintaining its market position and increasing sales in an increasingly competitive market. Consumer purchasing decisions were  influenced not only by product quality but also by other factors such as price and promotion. This study aimed  to analyze the influence of promotion, price, and product quality on the purchasing decisions of consumers of KPBS Pangalengan pasteurized milk. This research employed  descriptive and analytical methods. The research location was determined purposively. The sampling method used was non-probability sampling with a purposive sampling technique. Data were collected using a questionnaire. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS 3.0 software. The results showed that the variables of price and product quality had  a positive and significant influence on purchasing decisions. Meanwhile, the promotion variable has a positive but not significant influence on purchasing decisions. It was  recommended that KPBS Pangalengan should design more effective marketing strategies by considering that price and product quality were  the most dominant factors influencing purchasing decisions.

Key words:   Pasteurized Milk, Price, Promotion, Purchase Decision, Structural Equation Modeling