PENGARUH KUALITAS PRODUK, HARGA, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK BOBA (STUDI KASUS) PADA ADEMEKI DI DILI

Abstract

This study is designed to analyze in depth the influence of three key factors—product quality, price, and location—on purchasing decisions made by consumers for ADEMEKI's boba beverage products in the city of Dili, Timor-Leste. As the modern beverage industry becomes increasingly dense and competitive, a deep understanding of the elements that guide consumer choices becomes essential for businesses that not only aim to survive but also to excel and lead the market. This study uses a quantitative method combined with an associative approach to explore the relationship between these variables. The sample for this study consisted of 384 respondents, all of whom were ADEMEKI consumers. They were selected through the "snowball sampling" technique, and the sample size was determined using the Lemeshow formula, a method suitable for situations where the total population size is not known for sure. The data was collected by distributing a questionnaire and further analyzed using multiple linear regression with the help of SPSS software. The findings clearly show that product quality (with a t-count value of 3.109 and significance of 0.002), price (t-value of 85.597, sig. 0.000), and location (t-value of 1.159, sig. 0.022) each have a positive and statistically significant partial influence on consumer purchasing decisions. When considered together, these three variables also showed significant simultaneous influence, which was confirmed by an F-count value of 3523.512 and a significance level of 0.000. The coefficient of determination (R2) reveals that 96.5% of the variability in purchasing decisions can be attributed to these three factors, with price emerging as the single most dominant influence