PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA BROILER CUT KARUNIA DI BLITAR

Hananda, F. Ratna Devita Putri (2018) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA BROILER CUT KARUNIA DI BLITAR. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

Entrepreneurship is one effort to overcome the increasing number of unemployed. In addition to being economically beneficial, most entrepreneurial activities are also very helpful in efforts to meet the needs of many people, both directly and indirectly. The company will be said to be large and successful if the company is successful continuously and consistently in maintaining quality in terms of quality product, service quality and price given to consumers. This research was conducted at Broiler Cut Karunia in Blitar. This study aims to determine the effect of product quality, service quality and price on purchasing decisions. The number of samples specified was 75 respondents using the accidential sampling method. As independent variables namely product quality, service quality and price, and independent variables are purchasing decisions. Data analysis used included validity test, reliability test,normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, determinant coefficient analysis (R2) and test (t). This data is processed using SPSS version 22.0. From the results of the data analysis it can be concluded that the product quality variable shows a count of 1274 <t table (α = 0.05)of 1.99394 then H0 is accepted and H1 is rejected so that it can be concluded that product quality has no significant effect on purchasing decisions. Service quality shows thitung 3.140> t table (α = 0.05) of 1,993 then H0 is rejected and H1 is accepted, so it can be concluded that service quality has a significant effect on purchasing decisions. While the price variable shows a t count of 0.915 <t table (α =0.05) of 1.99394 then H0 is accepted and H1 is rejected, so that it can be concluded that the price does not have a significant influence on purchasing decisions. The result of the determinant coefficient is known to be 26.6%, meaning that the level of relationship is low in the purchase decision and can be explained by the variable of product quality, service quality and price, and also 73.4% is the contribution of other factors not included in the research variable.

Item Type:

Thesis (Undergraduate)

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