PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI DIGITAL TERHADAP MINAT BELI PRODUK LAHAP KALAP

Nur Safnatul Ummah. 2025. The Influence of Price, Product Quality, and Digital Promotion on Purchase Interest in Lahap Kalap Products, supervised by Mutiarini Mubyl and Tri Andriani Kandora.
This study aims to determine (1) the partial influence of price, product quality, and digital promotion on purchase interest in Lahap Kalap products, (2) the simultaneous influence of price, product quality, and digital promotion on purchase interest in Lahap Kalap products, and (3) the most dominant variable among price, product quality, and digital promotion influencing purchase interest in Lahap Kalap products.
The study employed a quantitative approach using multiple linear regression analysis. Data was collected through online and offline questionnaires distributed to consumers of Lahap Kalap products, with a total sample of 60
respondents.
The results show that (1) Individually, price, product quality, and digital promotion have a positive and significant influence on purchase interest. (2)Collectively, price, product quality, and digital promotion have a positive and significant influence on purchase interest. (3) Digital promotion is the most dominant variable influencing purchase interest in Lahap Kalap products.