PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEREK MS GLOW DI KOTA JAMBI

NATALIA NATASYA SITOHANG, 1900861201032 (2023) PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MEREK MS GLOW DI KOTA JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

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Abstract

ABSTRACT Product quality plays a very important role in purchasing decisions. Therefore, the purpose of this research is to describe the product quality and purchasing decisions in buying products, and to find out and analyze the effect of product quality on purchasing decisions for MS Glow brand product on Jambi City. Research methods in this study is descriptive and quantitative method. Data analyze use SPSS Ver 22 and using models simple linier regression with result of count Y = a+b.X+e. To analyze the effect of product quality on purchasing decisions for MS Glow brand product on Jambi City. The distribution of questionnaires with a population of 87.415 people in 2022 , then the formula used to find samples according to Sarwono (2012:24) so that the sample in this study amounted to 100 people respondent. A models simple linier regression with result of count Y = 0,856+0,321X+e. Product quality regression coefficient (X) is 0,321, meaning that product quality (X) has increased by 1%, so purchasing decisions consumer (Y) MS Glow on Jambi City. The coefficient of determination is known from the value of R2=0,255 (25,5%) which means that product quality (X) is able to explain purchasing decisions (Y) at the MS Glow on Jambi City that is equal to 25,5% and the remaining 74,5% is influenced by other variables. Not investigated in this study. Based on t-test, t-count value is 5,207 and the t-table is 1,6614. From the comparison results, it can be seen that the test by comparison tcount 5,207> ttable 1,6614 then Ho accepted Hi be. Rejected. Meaning that product quality affect purchasing decisions for MS Glow brand product on Jambi City. Keyword : Product Quality, Purchasing Decisions

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