Sugiharto, Muhammad Ridwan (2019) HUBUNGAN KUALITAS PRODUK, PELAYANAN DAN HARGA DENGAN KEPUTUSAN KONSUMEN MEMBELI KITCHEN SET ALUMINIUM (Studi kasus pada PT. Galaxy Perkasa Mandiri). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk memberikan bukti empiris mengenai ada tidaknya pengaruh variabel kualitas produk, pelayanan dan harga terhadap keputusan konsumen membeli kitchenset alumunium di PT. Galaxy Perkasa Mandiri. Metode penelitian ini adalah dengan metode survei dengan teknik koefisien parsial berganda dan pengujian hipotesis (uji parsial dan simultan). Penelitian ini menggunakan sampel sebanyak 52 responden yang merupakan konsumen yang melakukan pembelian kitchenset alumunium di PT. Galaxy Perkasa Mandiri. Hasil penelitian ini menunjukkan bahwa variabel hubungan antara kualitas produk (X1) dengan keputusan pembelian kitchent set alumunium (Y) adalah sebesar -0,143. Koefisien korelasi parsial antara pelayanan (X2) dengan keputusan pembelian kitchen set alumunium (Y) adalah sebesar 0,795. Koefisien korelasi parsial antara harga (X3) dengan keputusan pembelian kitchen set alumunium (Y) adalah sebesar 0,027. Penelitian menyimpulkan bahwa secara parsial kualitas produk, pelayanan berpengaruh positif terhadap minat beli konsumen sedangkan harga berpengaruh negatif terhadap keputusan konsumen. Hasil pengujian hipotesis dengan taraf nyata 10% menunjukkan bahwa kualitas produk, pelayanan, dan harga berpengaruh signifikan, baik secara parsial maupun simultan. Kata kunci : Kualitas Produk, Pelayanan, dan Harga ABSTRACT The purpose of this study was to provide empirical evidence about the presence or absence of the influence of product quality, service quality, and price with the purchasing decision kichent set alumunium at PT. Galaxy Perkasa Mandiri. The research method used in this study was evaluation technique correlation parcial and hypothesis test (partial and simultan test). This study used a sample of 52 respondents who are consumers who perform shopping transactions on PT. Galaxy Perkasa Mandiri. The results of this study indicate that the Word of Mouth relationship between the quality of product (X1) with purchassing decisions Kitchen set Alumunium (Y) is equal to -0,143. Partial correlation coefficient between service quality (X2) with purchassing decisions Kitchen set Alumunium (Y) is equal to 0,795. Partial correlation coefficient between price (X3) with purchassing decisions Kitchen set Alumunium (Y) is equal to 0,027. This shows product quality, service quality have positive effect to consumer buying interest, and promotion have negatively affectwith with purchassing decisions.The result of hypothesis testing with 5% real level indicates that trust, product quality, service quality, and price have significant effect, either partially or simultaneously. The study concluded that partially only product quality and service quality have a positive and significant relationship on purchasing decisions, while product price does not have a positive and significant relationship on purchasing decisions. The simultaneous product quality, service quality, and price have a positive and significant relationship with purchasing decisions. Keywords : Product Quality, Service Quality,and Price.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 11 Dec 2021 02:47 | ||||||||
| Last Modified: | 11 Dec 2021 02:47 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6178 |
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