Persepsi Konsumen dalam Memediasi Hubungan Promosi terhadap Keputusan Pembelian pada Industri Kreatif Sektor Kuliner

Abstract

ABSTRAKPenelitian dilakukan selama bulan Juli - Agustus 2023, dengan tujuan untuk mendapatkan kajianmendalam pengaruh promosi terhadap keputusan pembelian, dengan persepsi konsumen sebagaimediasi. Metode yang digunakan kuantitatif deskriptif dan verifikatif, penelitian dilakukan padaSignal Coffee Depok Jawa Barat, subjeknya adalah pembeli dengan ukuran sampel sebesar 100responden dengan teknik random sampling. Pengumpulan data menggunakan kuesioner tertutupdengan 3 variabel konstruk Promosi (PR), Persepsi Konsumen (PK) dan Keputusan Pembelian (KP).Analisis konstruk dengan menggunakan Structural Equation Modelling (SEM) Partial Least Square(PLS), pengujian instrumen dengan outer model dan pengujian model dengan inner model. Denganhasil H1: Promosi berpengaruh signifikan terhadap Persepsi Konsumen, H2: Promosi tidakberpengaruh signifikan terhadap Keputusan Pembelian secara langsung, H3: Persepsi Konsumentidak berpengaruh terhadap Keputusan Pembelian ditolak, H4: Promosi berpengaruh signifikanterhadap Keputusan Pembelian dimediasi Persepsi Konsumen.Kata kunci : Keputusan Pembelian, Persepsi Konsumen, PromosiABSTRACTThe research was conducted during July - August 2023, with the aim of obtaining an in-depth study ofthe influence of promotions on purchasing decisions, with consumer perceptions as mediation. The methodused is quantitative descriptive and verification. The research was conducted at Signal Coffee Depok JawaBarat, the subjects were buyers with a sample size of 100 respondents using random sampling technique.Data collection used a closed questionnaire with 3 construct variables Promotion (PR), ConsumerPerception (PK) and Purchase Decision (KP). Construct analysis using Partial Least Square (PLS)Structural Equation Modeling (SEM), instrument testing with the outer model and model testing with theinner model. With the results H1: Promotion has a significant effect on Consumer Perceptions, H2:Promotion has no significant effect on Purchase Decisions directly, H3: Consumer Perceptions have no effecton Purchase Decisions is rejected, H4: Promotion has a significant effect on Purchase Decisions mediatedby Consumer PerceptionsKeyword : Purchase Decisions, Customer Perception, Promotion