Caesario, Maulana Akbar and Drs. Dahlan Fanani, M.AB (2023) “Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian (Survei pada Konsumen Mixue Ice Cream & Tea Cabang Semeru Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini mengangkat judul “Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian (Survei pada Konsumen Mixue Ice Cream and Tea Cabang Semeru Kota Malang)”. Tujuan dari penelitian ini adalah untuk mengetahui dan menjelaskan pengaruh variabel bebas yaitu Kualitas Produk (X1) dan Harga (X2) baik secara simultan maupun parsial terhadap variabel terikat Keputusan Pembelian (Y) Penelitian ini dilakukan dengan metode penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Metode pengumpulan data menggunakan survei dengan instrumen penelitian berupa kuesioner berbentuk Google Form yang disebar secara online kepada 116 orang responden yang merupakan konsumen Mixue Ice Cream and Tea Cabang Semeru Kota Malang. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik Purposive Sampling dan analisis data yang digunakan adalah Analisis Deskriptif dan Analisis Regresi Linier Berganda. Berdasarkan hasil Uji Simultan/Uji-F diperoleh nilai Sig.F sebesar (0,000) < (0,005) sehingga Ho ditolak dan Ha diterima dan dapat disimpulkan bahwa variabel bebas Kualitas Produk (X1) dan Harga (X2) berpengaruh signifikan secara simultan terhadap variabel terikat Keputusan Pembelian (Y). Pada Uji Parsial/Uji-t variabel menunjukkan variabel Kualitas Produk (X1) dan Harga (X2) masing�masing berpengaruh signifikan secara parsial terhadap Keputusan Pembelian (Y). Pada hasil Koefisien Determinasi R2 diperoleh angka 0,674 yang berarti variabel Keputusan Pembelian (Y) dipengaruhi sebesar 67,4% oleh variabel Kualitas Produk (X1) dan Harga (X2) sementara sisanya 32,6% dipengaruhi oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Berdasarkan hasil penelitian ini, sebaiknya Mixue Ice Cream and Tea dapat mempertahankan dan meningkatkan Kualitas Produk dan Harga yang telah dilakukan untuk semakin menunjang Struktur Keputusan Pembelian dari konsumen.
English Abstract
This study raises the title "The Influence of Product Quality and Price on Purchasing Decisions (Survey of Mixue Ice Cream and Tea Consumers at Semeru Branch, Malang City)". The purpose of this study is to determine and explain the effect of the independent variables namely Product Quality (X1) and Price (X2) both simultaneously and partially on the dependent variable Purchase Decision (Y). This research was conducted using explanatory research with a quantitative approach. The data collection method used a questionnaire in the form of a Google Form which was distributed online to 116 respondents who were consumers of Mixue Ice Cream and Tea, Semeru Branch, Malang City. The sampling technique in this study used a Purposive Sampling technique and the data analysis used was Descriptive Analysis and Multiple Linear Regression Analysis. Based on the results of the Simultaneous Test/F-Test, a Sig.F value of (0.000) < (0.005) is obtained so that Ho is rejected and Ha is accepted and it can be concluded that the independent variables Product Quality (X1) and Price (X2) have a significant effect simultaneously on the dependent variable Purchase Decision (Y). In the Partial Test/t-test the variables show that the Product Quality (X1) and Price (X2) variables each have a partially significant effect on Purchase Decision (Y). In the results of the Coefficient of Determination R2 , the number 0.674 is obtained, which means that the Purchase Decision variable (Y) is influenced by 67,4% by Product Quality (X1) and Price (X2) variables, while the remaining 32,6% is influenced by other variables not included in the this research. Based on the results of this study, Mixue Ice Cream and Tea should be able to maintain and improve Product Quality and Prices that have been carried out to further support the Purchase Decision Structure of consumers
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030777 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Keputusan Pembelian |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 22 Jan 2024 03:33 |
| Last Modified: | 22 Jan 2024 03:33 |
| URI: | http://repository.ub.ac.id/id/eprint/211729 |
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Text (DALAM MASA EMBARGO)
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