The Influence of Product Quality and Price on Purchase Intention for Kopi Jago Products among Mohammad Husni Thamrin University Students

Abstract

This study aims to examine the influence of product quality and price on purchase intention toward Kopi Jago products among students of Universitas MH. Thamrin. The research involved 82 student respondents selected through purposive sampling, with the criterion that they had purchased Kopi Jago products at least once within the last one to three months. A quantitative method with a Partial Least Square-Structural Equation Modeling (PLS-SEM) approach was employed. Primary data were collected through a five-point Likert-scale questionnaire distributed via Google Form, and the data were processed using SmartPLS 3. The results show that product quality has a positive and significant effect on purchase intention (path coefficient = 0.369; T-Statistics = 4.176; P-Values = 0.000), so H1 is accepted. Price also has a positive and significant effect on purchase intention (path coefficient = 0.394; T-Statistics = 4.710; P-Values = 0.000), so H2 is accepted. Furthermore, product quality and price jointly explain 41.6% of the variation in purchase intention (R-Square = 0.416), while the remaining 58.4% is explained by other factors outside the model, so H3 is accepted. These findings indicate that product quality and price are important factors that need to be maintained and improved by Kopi Jago in order to increase students' purchase intention.