PENGARUH KUALITAS PRODUK, HARGA DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN DDALSHOP JAKARTA SELATAN

Abstract

The purpose of this study was to determine the effect of product quality, price and distribution channels on purchasing decisions at DDALSHOP South Jakarta. The method used is quantitative. The author's sampling technique uses the Rao Purba formula on the basis that the number of consumers is not known with certainty, the author uses this formula considering that the number of consumers who come to buy is not specifically documented so that the number cannot be known with certainty, with the calculation of the Rao Purba formula, a sample of 97 respondents was obtained. Data analysis using validity test, reliability test, classical assumption test, regression analysis, correlation coefficient, coefficient of determination and hypothesis testing. The result of this study is that product quality has a significant positive effect on purchasing decisions with the hypothesis test value obtained t count> t table or (3.624> 1.985). Price has a significant positive effect on purchasing decisions with a hypothesis test value obtained t count> t table or (5.543> 1.985). Distribution channels have a significant positive effect on purchasing decisions with a hypothesis test value obtained t count> t table or (2,841> 1,985). Product quality, price and distribution channels simultaneously have a significant effect on purchasing decisions with the regression equation Y = 0.301X1 + 0.513X2 + 0.234X3. The coefficient of determination is 63.50%, while the rest is 63.50%.