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

Authors

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

DOI:

https://doi.org/10.35870/jemsi.v11i2.3980

Keywords:

Price, Promotion, Product Quality, Purchase Decision

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.

Downloads

Download data is not yet available.

Author Biographies

  • Ari Saputra, Universitas Darul Ulum Islamic Center Sudirman Guppi (UNDARIS)

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

  • Fajar Suryatama, Universitas Darul Ulum Islamic Center Sudirman Guppi (UNDARIS)

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

  • M. Arif Rakhman, Universitas Darul Ulum Islamic Center Sudirman Guppi (UNDARIS)

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

References

Ali Qalati, S., Li, W., Iqbal, S., Yassir Hussain, R., Wen Yuan, L., & Ali, S. (2020). Impact of price on customer satisfaction: Mediating role of consumer buying behavior in the telecom sector. International Journal of Research, 6(4), 150–165. https://journals.pen2print.org/index.php/ijr/.

Ardi Isanto, B. (2023). Pengaruh kualitas produk, promosi, dan harga terhadap keputusan pembelian di PT. Solusi Bangun Andalas Medan. Detikproperti, 1, 119–121.

Hansen Rusliani, Syamsuddin, S., & Merdiana Ferdila. (2024). Pengaruh harga, kualitas produk dan promosi terhadap keputusan pembelian di e-commerce Shopee. Lokawati: Jurnal Penelitian Manajemen Dan Inovasi Riset, 2(3), 140–156. https://doi.org/10.61132/lokawati.v2i3.868.

Johan, F. A., Laorens, N., Kellys, J., & Akuntansi, L. (2021). The impact of price on consumer buying behavior. Atma Jaya Makassar University. https://ssrn.com/abstract=4508503.

Kausuhe, J. N., Worang, F. G., & Gunawan, E. M. (2021). The influence of brand image and country of origin on purchase decision of Oppo smartphone in Manado. Jurnal EMBA, 9(1), 207–215.

Korowa, E., Sumayku, S., & Asaloei, S. (2020). Pengaruh kelengkapan produk dan harga terhadap pembelian ulang konsumen. Jurnal Administrasi Bisnis, 6(3), 27–34.

Leksono, A. W., Pamungkas, A. D., Suprapto, H. A., & Anggresta, V. (2022). Pengaruh harga, promosi, dan kualitas produk terhadap omzet penjualan pada UD Arida Tirta Jaya (FF Tirta) Jakarta Timur. Focus, 3(2), 122–128. https://doi.org/10.37010/fcs.v3i2.849.

Maitri, I., Ekawati, N. W., Rahanatha, G. B., & Gd, I. G. A. K. (2025). Peran harga, variasi produk, dan brand image terhadap keputusan pembelian ulang. Universitas Udayana, Indonesia.

Nurfitri Oktaviani, & Sumaryanto, S. (2024). Pengaruh harga, kualitas produk dan kualitas pelayanan terhadap keputusan pembelian. Jurnal Riset Manajemen Dan Ekonomi (Jrime), 2(3), 186–197. https://doi.org/10.54066/jrime-itb.v2i3.2114.

Prawitasari, P. P., Review, O. C., & Pembelian, K. (2024). Peran harga, lokasi, dan online customer review dalam memengaruhi keputusan pembelian Daghan Cottage. 18(1), 1027–1037.

Putri, D. M., Muttaqin, R., & Akbar, R. R. (2025). Pengaruh work life balance, disiplin kerja, dan lingkungan kerja terhadap kinerja karyawan pada PT PrimaJaya Putra Sentosa. 11(1), 39–49.

Ramadani, F. (2025). Keputusan pembelian konsumen pada warung Sop Konro Ollo. 2(1), 9–17.

Saputra, R. (2020). Pengaruh harga dan kualitas produk terhadap keputusan pembelian pada Distro Label Store Pekanbaru. Skripsi, 23. https://repository.uir.ac.id/6149/1/RIDHO%20SAPUTRA.pdf

Saputri, I. D., & Surianto, M. A. (2023). Pengaruh kualitas produk, harga, dan citra toko terhadap keputusan pembelian. Journal of Business and Economics Research (JBE), 4(2), 134–141. https://doi.org/10.47065/jbe.v4i2.3455.

Suryantoro, H., Firdaos, M. R., Irawan, T. T., & Wihartika, D. (2024). Pengaruh kualitas pelayanan, persepsi harga dan promosi terhadap keputusan pembelian konsumen di toko Pulaubeku Bogor. Jurnal Manajemen Pratama, 1(2), 275–291.

Tanjung, Y. (2021). Pengaruh kualitas produk, promosi dan desain terhadap keputusan pembelian kendaraan bermotor Yamaha Mio. Majalah Ilmiah METHODA, 9(2), 79–85. https://doi.org/10.46880/methoda.vol9no2.pp79-85.

Widigda, A. A., Citaningtyas, D., & Kadi, A. (2023). Peran harga, promosi, dan kualitas produk terhadap keputusan pembelian produk air mineral Aqua di Madiun (studi kasus di agen Aqua Lia Madiun). September.

Downloads

Published

2025-04-10

Issue

Vol. 11 No. 2 (2025): April 2025

Section

Articles

License

Copyright (c) 2025 Ari Saputra, Fajar Suryatama, M. Arif Rakhman

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.