Published: 2025-04-10

Menganalisi Daya Tarik Cafe Mbah Dharmo Ambarawa: Peran Harga, Promosi dan Kualitas Produk Dalam Keputusan Pembelian

DOI: 10.35870/jemsi.v11i2.3980

Ari Saputra, Fajar Suryatama, M. Arif Rakhman
  • Ari Saputra: Universitas Darul Ulum Islamic Center Sudirman Guppi (UNDARIS) , Indonesia
  • Fajar Suryatama: Universitas Darul Ulum Islamic Center Sudirman Guppi (UNDARIS) , Indonesia
  • M. Arif Rakhman: Universitas Darul Ulum Islamic Center Sudirman Guppi (UNDARIS) , Indonesia
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Abstract

The purpose of this study was to examine the impact of price, advertising, and product quality on customer purchasing decisions for Mbah Dharmo Ambarawa Cafe. With increasing competition in the culinary industry, business owners need to understand the factors that drive consumer decisions when choosing a product or service. This study uses a quantitative approach with measurement methods for 100 respondents selected using targeted sample technology. Data were analysed using SmartPLS 3.0 software using minimal structural equation modelling (PLS-SEM). The results showed that product quality has a significant positive impact on purchasing decisions, while not significantly affecting price and advertising campaigns. The implications of these findings suggest that improving product quality is an important factor for customer attraction and retention. Therefore, Cafe Mbah Dharmo recommends that we continue to maintain our product quality and consistency standards to increase customer satisfaction.

Keywords

Price ; Promotion ; Product Quality ; Purchase Decision

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How to Cite

Saputra, A., Suryatama, F., & Rakhman, M. A. (2025). Menganalisi Daya Tarik Cafe Mbah Dharmo Ambarawa: Peran Harga, Promosi dan Kualitas Produk Dalam Keputusan Pembelian. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(2), 1104-1113. https://doi.org/10.35870/jemsi.v11i2.3980
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 2 (2025)

  • Section: Articles

  • Published: %750 %e, %2025

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Author Biographies
Ari Saputra
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonimi dan Bisnis, Universitas Darul Ulum Islamic Center Sudirman Guppi (UNDARIS), Kab. Semarang, Indonesia.

Fajar Suryatama
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonimi dan Bisnis, Universitas Darul Ulum Islamic Center Sudirman Guppi (UNDARIS), Kab. Semarang, Indonesia.

M. Arif Rakhman
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonimi dan Bisnis, Universitas Darul Ulum Islamic Center Sudirman Guppi (UNDARIS), Kab. Semarang, Indonesia.

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