PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK VIVI HIJAB DI KOTA JAMBI

Ulfa Dwi Nurjanah, Ulfa Dwi Nurjanah (2022) PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK VIVI HIJAB DI KOTA JAMBI. skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Ulfa Dwi Nurjanah/ 1800861201170/ 2022 / The Effect of Product Quality on Purchasing Decisions on Vivi Hijab Product in the Jambi City / Sakinah, SE, MM., as 1 st advisor and Anaseputri Jamira, SE, MM., as 2 nd advisor. The reason researchers choose product quality in selling hijab is because the hijab in Vivi hijab has good product quality and is durable according to price and quality compared to its competitors. This study aims to determine the effect of product quality on purchasing decisions on Vivi hijab products in the city of Jambi. The research methodology used is a quantitative method. The data used are secondary data and primary data. The population in this study were consumers of the Vivi hijab store in the city of Jambi who were consumers/users of hijab products with a total population of 98 people. Simple regression analysis, correlation test, coefficient of determination and t test. The object of this research is consumers who have bought hijab at the Vivi Hijab store in Jambi city. Vivi hijab store in the city of Jambi is one of the stores that was established in 2019 and has a licensed brand of one of the hijabs in the city of Jambi. produce various kinds of hijab Psychological factors with an average score of 433.5 are included in the criteria for strongly agree. The purchase decision variable with an average score of 422 is included in the criteria for strongly agree. The constant value is 0.383. The product quality variable has a regression value of 0.473. The correlation coefficient value is 0.573. The coefficient of determination (r2) is 0.288.t test 3.937>1.66055. t test sig < (0.000 < 0.05) Conclusions and Suggestions in researching product quality on consumers who have purchased hijab at the Vivi hijab store in the city of Jambi. product quality has a positive and significant effect on purchasing decisions for Vivi hijab products in the city of Jambi. It is expected that the store will further improve performance, develop and understand what product quality affects consumers and can improve other factors that support marketing such as product promotion. Keyword : Product Quality, Purchase Decision, Regression,Qualitative

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