PENGARUH KUALITAS PRODUK DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI WARUNG SPESIAL SAMBAL PLENGKUNG GADING

Abstract

Abstrak  
Penelitian ini bertujuan untuk mengetahui (1) kualitas produk, (2) kualitas pelayanan, (3) pengaruh
kualitas produk terhadap keputusan pembelian di warung SS Plengkung Gading, (4) pengaruh kualitas pelayanan
terhadap keputusan pembelian di warung SS Plengkung Gading, (5) pengaruh kualitas produk dan pelayanan secara
bersamaan terhadap keputusan pembelian di warung SS Plengkung Gading. Jenis penelitian survey. Populasi
penelitian adalah semua pembeli di warung SS bulan Mei 2017 berjumlah 10200. Pengambilan sampel dengan
metode insidental sampling sebanyak 100 responden  berdasarkan rumus Slovin. Teknik pengumpulan data
menggunakan angket. Analisis data menggunakan regresi berganda. Hasil penelitian (1) Terdapat pengaruh positif
kualitas produk terhadap keputusan pembelian di warung SS Plengkung Gading dibuktikan dari nilai t
sebesar
3,125 nilai signifikan 0,002 < 0,05, koefisien regresi bernilai positif sebesar 0,253. (2) Terdapat pengaruh positif
kualitas pelayanan terhadap keputusan pembelian di warung SS Plengkung Gading dibuktikan dari nilai t
sebesar 3,060 nilai signifikan 0,003<0,05, koefisien regresi bernilai positif sebesar 0,282. (3) Terdapat pengaruh
positif kualitas produk & pelayanan secara bersamaan terhadap keputusan pembelian di warung SS Plengkung
Gading dibuktikan dengan nilai  F
 sebesar 30,903 dengan signifikan sebesar 0,000<0,05.

Kata Kunci: kualitas produk, pelayanan, keputusan


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Abstract
This study aims to determine : (1) product quality, (2) service quality, (3) the influence of product quality
towards purchase decision at Warung SS Plengkung Gading, (4) the influence of service quality toward purchase
decision at Warung SS Plengkung Gading, (5) the influence of product and service quality stimultaneously toward
purchase decision at Warung SS Plengkung Gading. The type of research was survey. The population in this study
were all customers at warung SS Plengkung Gading on May, 2017 with amount of population were 10200 people.
The sampling technique used insidental sampling method with amount of sample were 100 people based on formula
by Slovin. The technique of collecting data was quetionnaire. The technique of data analysis used multiple
regression analysis. The results show that: (1) there is a positive influence of  product quality towards purchase
decision at Warung SS Plengkung Gading. This is showed by t value of 3,125 with significant value of 0,002<0,05,
the regression coefficient has positive value of 0,253 (2) there is a positive influence of  product quality towards
purchase decision at Warung SS Plengkung Gading. This is showed by t value of 3,060  with sifnificant value of
0,003<0,05, and the regression coefficient has positive value of 0,282 (3) there is a positive influence of quality
product and service stimultaneously toward purchase decision at Warung SS Plengkung Gading. This is showed by
F value of 30,903 with significant value of  0,000<0,05.  

Keywords: Product quality, service, decision