PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KONI LESTARI BAKERY CABANG TALANG-BANJAR KOTA JAMBI

Pandu Gusti Permadi, 1800861201117 (2022) PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KONI LESTARI BAKERY CABANG TALANG-BANJAR KOTA JAMBI. skripsi thesis, Universitas Batanghari Jambi.

Text (PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KONI LESTARI BAKERY CABANG TALANG-BANJAR KOTA JAMBI) Skripsi Pandu Gusti Permadi-.pdf - Published Version Download (1MB)

Abstract

ABSTRACT PANDU GUSTI PERMADI / 1800861201117 / FACULTY ECONOMIC OF MANAGEMENT / EFFECT OF PRODUCT QUALITY ON PURCHASE DECISION AT KONI LESTARI BAKERY OF JAMBI CITY / 1st ADVISOR PUPU SOPINI, SE, MM AND 2nd ADVISOR ANASEPUTRI JAMIRA, SE, MM. This research aims to analyze fistly, how to how to conduct product quality and purchase decision and how does service quality affect to purchase decision in Koni Lestari Bakery Jambi City The research methodology is descriptive and quantitative analysis methods. Data used is secondary data.The population become object in this research is job satisfaction at executive fitness center. . The method for analysis is analysis simple regression, hypotesis test, correlation so determinant coefficient and t_test. Koni Lestari Bakery located at Jl. Orang Kayo Hitam, Talang-Banjar Jambi City. As a place that provides a variety of product of assorted breads, cakes and jams Result of research is product quality has a significant effect on purchase decision at Koni Lestari Bakery of Jambi City. An simple linear regression equation is Y = 6,237 +0,906 X + e. This is evidenced by the product quality is greater than the ttabel, namely and prop.sig is smaller than α (5%) or (10,020 > 1,661) and (0.000 < α (5%). And proct quality and purchase decision are interconnected and the two variables have a positive relationship. As well as the value of r2 of 70.9% means that the product quality variable can explain influencing purchase decision variables. Conclusion is the variable product quality has a significant effect on purchase decision at Koni Lestari Bakery of Jambi City. Keywords : Product Quality, Prices, Distribution Buy Decision

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