Analisis Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Mie Kremezz

Saputra, Irwan (2010) Analisis Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Mie Kremezz. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

In today’s business, companies face ever-increasing pressure from various stakeholders such as customers. In snack industry, such pressure is even tougher. Companies need to objectively assess their company or products and compare them to their competitors in the marketplace. A research is needed to understand the customers’ perception, particularly when planning for the company's future profitability. This study aims to analyze the effect of product quality and price of product on purchase decisions of Mie Kremezz Brand. This study employs two independent variables i.e. product quality and price, and one dependent variable i.e. product quality and price purchase decision variable. Both primary and secondary data were obtained. Secondary data were obtained from various sources such as journal, and books. Primary data were obtained by using questionnaire. Target respondents were students of Junior High School (SMP) in Jakarta. Data were collected from 5 schools. Using accidental sampling techniques, a total of 200 responses were obtained. Data were examined using both descriptive and statistical analysis such as multicollinearity, heteroscedasticity, normality, F test, t test, linear regression analysis, and validity and reliability tests. The finding reveals the key issues for research. Using multiple regression analysis, it was found that both product quality and price had a significant impact on purchase decisions with the R Square of 54.8. Researchers showed that the company should maintain product quality and price policy to maintain our loyal consumers who have and still decided to buy the product Mie Kremezz. There is also a need for more research on the influence of promotion, distribution channels, service, and service quality. However, this research supports the use product quality and price in purchase decision of snack food. Key words: product quality, price, purchase decisions.Dalam bisnis saat ini, perusahaan menghadapi tekanan yang semakin meningkat dari berbagai pihak seperti pelanggan. Dalam industri makanan ringan, tekanan tersebut lebih berat lagi. Perusahaan perlu menilai secara objektif perusahaan atau produk mereka dan membandingkannya dengan pesaing mereka di pasar. Penelitian dibutuhkan untuk memahami persepsi pelanggan, terutama ketika merencanakan untuk profitabilitas masa depan perusahaan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan harga produk terhadap keputusan pembelian produk Mie Kremezz. Penelitian ini menggunakan dua variabel independen yaitu kualitas produk dan harga, dan satu variabel dependen yaitu variabel produk tergantung keputusan pembelian. Baik data primer dan data sekunder yang diperoleh. Data sekunder diperoleh dari berbagai sumber seperti jurnal, dan buku. Data primer diperoleh dengan menggunakan kuesioner. Target responden adalah siswa-siswi Sekolah Menengah Pertama (SMP) di Jakarta. Data yang dikumpulkan dari 5 SMP. Menggunakan teknik accidental sampling, total responden yang diperoleh adalah 200 responden. Data diperiksa menggunakan analisis deskriptif dan analisis statistik seperti multikolinearitas, heteroskedastisitas, normalitas, uji F, uji t, analisis regresi linier, dan uji validitas dan reliabilitas. Penemuan ini mengungkapkan isu-isu kunci untuk penelitian. Menggunakan analisis regresi berganda, ditemukan bahwa baik kualitas produk dan harga memiliki pengaruh signifikan terhadap keputusan pembelian dengan R Square 54,8. Peneliti menunjukkan bahwa perusahaan harus tetap mempertahankan kualitas produk dan kebijakan harganya untuk dapat mempertahankan konsumen yang sudah loyal dan tetap memutuskan untuk membeli produk Mie Kremezz. Ada juga kebutuhan untuk penelitian lebih lanjut tentang pengaruh promosi, saluran distribusi, pelayanan, dan kualitas pelayanan. Namun, penelitian ini mendukung kualitas menggunakan produk dan harga dalam keputusan pembelian makanan ringan. Kata kunci : kualitas produk, harga, dan keputusan pembelian

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