Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Minat Beli Brand 3second Pada Mahasiswa Jember

Isma, Muhammad Haikal (2026) Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Minat Beli Brand 3second Pada Mahasiswa Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to analyze the influence of product quality, price, and promotion on the purchase intention of the 3Second brand among university students in Jember Regency. The research employed a quantitative approach using a survey method. The population consisted of university students in Jember who were familiar with and had purchased 3Second products. The sampling technique applied was non-probability sampling with a purposive sampling method, involving 100 respondents. Data were collected through questionnaires using a Likert scale. The data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (Adjusted R²), F-test, and t-test. The results indicate that product quality, price, and promotion have a positive and significant effect on purchase intention, both partially and simultaneously. These variables are able to explain the variation in consumers' purchase intention toward 3Second products among university students in Jember. The findings are expected to provide useful insights for the company in developing more effective marketing strategies to increase consumers' purchase intention, particularly within the student market segment.

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