Efendi, Yusuf Fikri (2018) The Effect Of Product Quality, Brand Image, And Switching Behavior Towards Consumer Purchase Decision In Buying Pesticide Products A Study On Pt. Petrokimia Kayaku Gresik - Indonesia. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, citra merek, dan perubahan perilaku terhadap keputusan pembelian konsumen dalam membeli produk pestisida pada PT. Petrokimia Kayaku Gresik. Jenis penelitian ini adalah Explanatory Research. Penelitian ini dilakukan di Jawa Timur memfokuskan di Gresik. Kuesioner ini telah didistribusikan sebanyak 100 secara acak kepada setiap konsumen yang telah membeli produk pestisida Petrokimia. Teknik pengambilan sampel menggunakan purposive sampling dan instrumen penelitian diuji menggunakan Uji Validitas, Uji Realibilitas, dan Uji Asumsi Klasik. Hipotesis yang digunakan Partial (T-Test). Hasil analisis data dari regresi berganda menunjukkan bahwa kualitas produk, citra merek, dan perubaha perilaku perusahaan memiliki pengaruh yang signifikan secara parsial terhadap keputusan pembelian konsumen. Dari hasil pengujian, uji dominan menunjukkan bahwa variabel kualitas produk memiliki pengaruh dominan terhadap keputusan pembelian konsumen. Hasil dari penelitian ini dapat diterapkan untuk strategi pemasaran bagi perusahaan dan pihak yang berkepentingan untuk mempertahankan dan memaksimalkan kualitas produk, citra merek, dan perubahan perilaku untuk mendapatkan efek positif di mata konsumen dan konsumen potensial yang dapat menyebabkan keputusan pembelian pelanggan
English Abstract
This research aims to examine the influence of product quality, brand image, and switching behavior towards consumer purchase decision in buying pesticide products on PT. Petrokimia Kayaku Gresik. This type of research is Explanatory Research. This research conducted at East Java concentrated in Gresik. This questionnaire has been distributed as much as 100 randomly distributed to every consumer who has bought Petrokimia’s pesticide product. The sampling technique used purposive sampling and the research instruments were tested using the Validity Test, Reliability Test, and Classical Assumption Test. The hypothesis used Partial (T-Test). Results of the data analysis from multiple regression showed that product quality, brand image, and switching behavior of the company have a significant effect partially to consumer purchase decision. From the test results, the dominant test show that variables product quality has a dominant to influence on consumer purchase decision. The results from this study can be applied to marketing strategy for companies and interested parties for retaining and maximizing product quality, brand image, and switching behavior to get a positive effect in the eyes of consumers and potential consumers that can lead to customer purchase decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/599/051810980 |
| Uncontrolled Keywords: | kualitas produk, citra merek, dan perubahan perilaku switching, : product quality, brand image, and switching behavior |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 09 Sep 2019 01:18 |
| Last Modified: | 20 Oct 2021 08:45 |
| URI: | http://repository.ub.ac.id/id/eprint/164978 |
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