Model Keterkaitan Kualitas Produk Dan Pelayanan Terhadap Keputusan Pembelian Roti (Studi Kasus Di Ukm Gading Donuts & Bakery Gresik).

Najah, Ulfah Nailatun (2015) Model Keterkaitan Kualitas Produk Dan Pelayanan Terhadap Keputusan Pembelian Roti (Studi Kasus Di Ukm Gading Donuts & Bakery Gresik). Sarjana thesis, Universitas Brawijaya.

Abstract

Keberadaan roti yang mulai disukai oleh semua lapisan masyarakat menjadikan peluang usaha industri roti ini semakin menjanjikan. GADING Donuts & Bakery merupakan salah satu usaha kecil menengah yang memproduksi roti. Terdapat permasalahan mengenai kualitas produk dan pelayanan di UKM GADING Donuts & Bakery yang dapat mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menentukan keterkaitan (pengaruh dan hubungan) kualitas produk dan kualitas pelayanan terhadap keputusan pembelian roti di UKM GADING Donuts & Bakery Gresik. Penelitian ini menggunakan metode analisis Generalized Structured Component Analysis (GSCA) dengan jumlah responden sebanyak 30 responden. Penentuan sampel dalam penelitian ini berdasarkan teknik purposive sampling dengan pertimbangan berupa pelanggan yang membeli produk roti GADING Donuts & Bakery berupa roti manis atau kue. Hasil penelitian menunjukkan bahwa kualitas produk dan kualitas pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian dapat dimodelkan dengan Y=0,994X1+0,184X2. Nilai FIT, AFIT, total variasi semua variabel yang dapat dijelaskan oleh model adalah 33,3% dan sisanya dijelaskan oleh variabel lain yakni faktor kebudayaan, kelas sosial, kelompok referensi kecil, keluarga, pengalaman, kepribadian, sikap dan kepercayaan serta konsep diri.

English Abstract

The existence of bread that start becoming favorite of all level of society makes industry of bakery business opportunities is increasing. GADING Donuts & Bakery is one of the small and medium enterprises that produce bread. There are problems regarding to the quality of products and services in the SME GADING Donuts & Bakery which could affect consumers’ purchasing decisions. The purpose of this study was to determine linkages (influence and relationships) product quality and service quality to bread purchasing decisions in SMEs GADING Donuts & Bakery Gresik. This study used the Generalized Structured Component Analysis (GSCA), and the number of respondents were 30 respondents. The samples in this study is based on a purposive sampling technique by considering the number of customers who bought products GADING Donuts & Bakery bread in the form of sweet breads or cakes only. The results of the research showed that the product and service’s quality influenced significantly and positively on purchasing decisions. Results of the research could be modeled by Y = 0,994X1 + 0,184X2. The value of FIT, AFIT, the total variation of all the variables that could be explained by the model was 33.3% and the rest was explained by other variables namely cultural factors, social class, a small reference group, family, experience, personality, respons and trust, and self- concept

Item Type: Thesis (Sarjana)
Identification Number: SKR/FTP/2015/321/051508610
Uncontrolled Keywords: GADING Donuts & Bakery, Keputusan Pembelian, Kualitas Pelayanan, Kualitas Produk,-GADING Donuts & Bakery, Product Quality, Purchasing Decisions, Service Quality
Subjects: 300 Social sciences > 338 Production > 338.1 Agriculture
Divisions: Fakultas Teknologi Pertanian > Teknologi Industri Pertanian
Depositing User: Budi Wahyono Wahyono
Date Deposited: 30 Dec 2015 14:52
Last Modified: 24 Nov 2021 03:46
URI: http://repository.ub.ac.id/id/eprint/150226
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