PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SATE TAICHAN BANG SATE CIPUTAT TANGERANG SELATAN
Abstract
This research aims to influence product quality and price on purchasing decisions at Sate Taichan Bang Sate Ciputat Branch, South Tangerang. The method used is quantitative methods. The population in this study were consumers of Sate Taichan Bang Sate Pamulang Branch with a total of 6490 people. The sampling technique used is probability sampling, namely a sampling method using the Slovin formula. The research sample was 98 respondents. Data analysis methods used in research include instrument tests consisting of validity tests, reliability tests, classical assumption tests consisting of normality tests, multicollinearity tests, heteroscedasticity and autocorrelation tests, multiple linear regression tests, correlation coefficients, hypothesis tests consisting of t tests. partially and simultaneously f test, and coefficient of determination test. From the results of this research it can be concluded that product quality has a positive and significant influence on purchasing decisions with a value of T_count > T_table or (15.512> 1.985) and is strengthened by a significance value of 0.000 < 0.05. Thus, 〖Ho〗_1 is rejected and H_1 is accepted. Price has a positive and significant influence on purchasing decisions with a value of T_count > T_table or (15.702 > 1.985) and is strengthened by a significance value of 0.000 < 0.05. Thus, 〖Ho〗_2 is rejected and H_2 is accepted. Product quality and price have a positive and significant influence on purchasing decisions with a value of F_count > F_table or (153.190 > 3.090) and is strengthened by a significance value of 0.000 < 0.05. Thus, 〖Ho〗_3 is rejected and H_3 is accepted. Product quality and price on purchasing decisions influence regression Y = 4.710 + 0.437 X1 + 0.462 X2 + α. The resulting R-square value (coefficient of determination) is 0.763, so it can be concluded that the product quality (X1) and price (X2) variables together have an influential contribution to the purchasing decision variable (Y) of 76.3% while the remaining is 23 , 7% is influenced by other factors or variables not studied.
References
Abubakar, R. (2018). Manajemen Pemasaran. Yogyakarta: Alfabeta.
Aditama, R. A. (2020). Pengantar Manajemen: Teori dan Aplikasi. AE Publishing.
Alma H. Buchari, (2018), Manajemen Pemasaran dan Pemasaran Jasa. Bandung : Alfabeta.
Arikunto, (2015), Prosedur Penelitian: Suatu Pendekatan Praktik. Rineka Cipta, Jakarta
Assauri, S. (2016). Manajemen Operasi Produksi. Jakarta: PT Raja Grafindo Persada.
Danang Sunyoto. (2015) Strategi Pemasaran. Yogyakarta : Center for Academic Publishing Service (CAPS)
Ghozali, I. (2017). Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit UNDIP.
Hasibuan, M. S. 2020. Manajemen Sumber Daya Manusia Edisi Revisi. PT. Bumi Aksara, Jakarta.
Kotler dan Gary Amstrong. (2016). Dasar-dasar Pemasaran.Jilid 1, Edisi Kesembilan.Jakarta: Erlangga. p125
Kotler, Phillip dan Kevin Lane Keller.(2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2.Jakarta: PT. Indeks.
Kotler, P. & Amstrong, G. (2017). Principle of Marketing. 15th edition, New Jersey: Prentice-Hall Published.
Kotler, P., & Armstrong, G (2018). Principles of Marketing Global Edition 17th Edition. London: Pearson Education.
Pratama, R. (2020). Pengantar Manajemen. Yogyakarta: DEEPUBLISH.
Muhidin, Sambas Ali, dan Maman Abdurahman. 2017. Analisis Korelasi, Regresi, dan Jalur Dalam Penelitian Dilengkapi dengan Aplikasi Program SPSS. Bandung: CV Pustaka Setia.
Nana Sudjana dan Ibrahim 2014. Penelitian dan Penilaian Pendidikan.Bandung:Sinar Baru Algensindo
Santoso, Singgih. (2015). Menguasai Statistik Multivariat. Jakarta : PT Elex Media Komputindo
Sudaryono. (2016). Manajemen Pemasaran Teori Dan Implementasi. Yogyakarta: ANDI
Sopiah & Sangadji, Etta Mamang. (2016). Salesmanship (Kepenjualan). Jakarta: PT Bumi Aksara
Sugiyono (2015). Metode Penelitian Kombinasi (Mix Methods). Bandung: Alfabeta.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D, Cetakan ke-24. Bandung: Alfabeta.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta, CV.
Terry, G.R. dan Rue, L.W. (2019). Dasar-Dasar Manajemen (Edisi Revisi). Alih bahasa G.A. Ticoalu. Jakarta: Bumi Aksara.
Tjiptono, F. (2017), Pemasaran Jasa Prinsip, Penerapan, dan Penelitian, Yogyakarta: Andi Offset.
Amrullah, AR., dan Agustin, S. 2016. “Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Honda Beat”. Jurnal Ilmu dan Riset Manajemen, (Online), Vol 5, No 7:1-15, (https://ejournal.stiesia.ac.id).
Anton Sudrajat, Andi Surya , Sugiyanto (2021), Jurnal Humanities,Management and Science Proceedings Unpam, Pengaruh Kualitas Produk dan Harga Jual Produk Terhadap Keputusan Pembelian Konsumen Toko Butik Ceria Pondok Ranji Tangerang Selatan, Vol. 1, No. 2 , Juni 2021. ISSN (online) : 2746-4482
Solihin, D., & Wibawanto, E. (2020). Pengaruh Kualitas Pelayanan, Harga, Dan Promosi Terhadap Keputusan Pelanggan Dalam Memilih Klub Basket Satria Indonesia Tangerang Selatan. Jurnal Pemasaran Kompetitif, 3(1), 30–36. Https://Doi.Org/Http://Dx.Doi.Org/10.32493/Jpkpk.V3i3.4738
