PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA ART SHOP MEKAR DEWATA DI TEGALLALANG

Abstract

Penelitian ini bertujuan untuk memperoleh temuan eksplanatif yang teruji tentang pengaruh (1) kualitas produk dan harga secara simultan terhadap keputusan pembelian, dan (2) kualitas produk dan harga secara parsial terhadap keputusan pembelian pada Art Shop Mekar Dewata di Tegallalang. Desain penelitian yang digunakan dalam penelitian ini adalah desain penelitian kuantitatif kausal. Subjek penelitian ini adalah konsumen pada Art Shop di Tegallalang dan objek penelitian ini adalah kualitas produk, harga dan keputusan pembelian. Sampel penelitian ini berjumlah 100 orang. Data dikumpulkan dengan kuesioner. Data dianalisis dengan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: (1) kualitas produk dan harga secara simultan berpengaruh signifikan terhadap keputusan pembelian, dan (2) kualitas produk, harga secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian pada Art Shop Mekar Dewata di Tegallalang.
Kata Kunci : harga, kualitas produk, keputusan pembelian

The purpose of this study was to get tested finding explanation about the effects of (1) the price and quality product simultanously toward the buyer decision, and (2) the price and quality products partially to word the buyer’s decision at Art Shop Mekar Dewata in Tegallalang. The study’s design used in this study was the quantitatue causal design. The subjects of sutdy were the consumer of the Art Shop in Tegallalang and the object of the study were the quality products, the prices and the buyers’decision. The sample size at this study were 100 peoples. Data collection is done by questionnaire, the data was analyzed with the linear multiple regressions. The results of the study show that : (1) the price and quality products simultaneously affects the buyers’decision significantly and (2) the price and quality products partially had positive and significant effwcts toward the buyers’decision at the Art Shop Mekar Dewata in Tegallalang.
keyword : price, buyer’s decision, quality product