PENGARUH PERSEPSI HARGA DAN STRATEGI DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN: STUDI KASUS PADA CREA COFFEE & PASTRY PAMULANG

Amanda Sagita  Rahmadani; Virda  Alifiya

doi:10.58174/22c0ds78

Authors

Amanda Sagita Rahmadani Universitas Pamulang
Virda Alifiya Universitas Pamulang

DOI:

https://doi.org/10.58174/22c0ds78

Keywords:

Price Perception; Digital Marketing; Purchase Decision; Coffee Shop; Consumer Behavior

Abstract

The cafe and coffee shop industry in Indonesia is experiencing rapid growth, creating increasingly intense competition among business players. In this environment, understanding the factors that influence consumer purchase decisions has become critical to business success. This study aims to analyze the influence of price perception and digital marketing strategy on consumer purchase decisions at Crea Coffee & Pastry Pamulang, both partially and simultaneously. A quantitative approach with a survey method was employed, involving 100 consumer respondents of Crea Coffee & Pastry Pamulang selected through purposive sampling. The research instrument was a structured questionnaire with a five-point Likert scale, which had been tested for validity and reliability (Cronbach's Alpha = 0.863). Data were analyzed using multiple linear regression with SPSS 25. The results show that price perception has a positive and significant effect on purchase decisions (β = 0.421, t = 5.312, p < 0.001), as does digital marketing strategy (β = 0.387, t = 4.891, p < 0.001). Simultaneously, both variables significantly influence purchase decisions with F-count = 47.823 (p < 0.001) and a coefficient of determination R² = 0.612, meaning that 61.2% of the variation in purchase decisions can be explained by price perception and digital marketing strategy. These findings affirm that price perceived as fair and an effective digital marketing strategy are two key pillars in driving modern cafe consumer purchase decisions.

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