THE EFFECT OF PRICE PERCEPTION, PROMOTION FACTORS, AND PRODUCT QUALITY MEDIATION ON SALES PERFORMANCE AT KOPI JOSS CAFE AND RESTAURANT IN PALANGKA RAYA, CENTRAL KALIMANTAN, INDONESIA

Abstract

Research in the field of marketing with dynamic capability theory aims to (a) determine the direct influence of price perception, promotion and product quality have a significant positive effect on sales performance at Kopi Jos in Palangka Raya City (b) determine the indirect influence of price perception, promotion has a significant positive effect on sales performance through product quality mediation at Kopi Jos in Palangka Raya City. The sample of this study was 80 respondents who were regular customers for at least six months. This study uses descriptive analysis and path analysis methods. And the sampling technique is Non-Probability Sampling with sample members using Purposive Sampling. Data collection in this study used questionnaires and interviews, and the type of research used a quantitative approach. The results showed that price perception, promotion, product quality had a significant positive effect on sales performance at Kopi Jos Cafe and Restaurant in Palangka Raya City.