PENGARUH KUALITAS PRODUK, FITUR, DESAIN PRODUK, DAN KEPERCAYAAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN

UBAEDILAH, UBAEDILAH (2021) PENGARUH KUALITAS PRODUK, FITUR, DESAIN PRODUK, DAN KEPERCAYAAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of product quality, product features, product design and product trust variables on purchase decisions from Wuling Motors products. Therefore, it would increase the amount of production. Through primary data gathered from respondents' questionnaires. This research was conducted throughout Indonesia with a total of 397 respondents. The sampling in this research used the Slovin formula method by margin of 5% errors. The analytical tool currently uses regression analysis. To test these research hypothesis by the T-test and F-test and descriptive analysis. The research outcomes from this research indicated that the product quality, product features, product design and product trust significantly affects purchasing decisions. But simultaneously, these four variables could describe their relations to purchasing decisions with an Rsquare value of 62.8%. This research was expected that Wuling motors manufacturers could improve its product quality, product features, product design and product trust, so that purchasing decisions would increase. Keywords: Product Quality, Features, Product Design, Product Trustworthiness, Purchase decision, Production, Penelitian ini bertujuan untuk mengetahui kualitas produk, fitur, desain produk, dan kepercayaan produk terhadap keputusan pembelian pada produk Wuling Motors, sehingga dapat meningkatkan jumlah produksi. Menggunakan Data primer dengan melalui kuesioner dari responden. Penelitian ini dilakukan diseluruh wilayah Indonesia, dengan jumlah responden 397 orang. Sampling dalam penelitian ini menggunakan metode simple random sampling dengan rumus slovin. Analisis dalam penelitian ini menggunakan analisis regresi. Pengujian hipotesis penelitian menggunakan uji t dan uji F serta analisis deskriptif. Hasil penelitian ini menunjukkan bahwa Kualitas produk, Fitur, Desain Produk, dan Kepercayaan Produk mempengaruhi keputusan pembelian secara signifikan. Namun secara simultan, keempat variable tersebut mampu menjelaskan keterkaitannya terhadap keputusan pembelian dengan nilai R-square sebesar 62.8%. Dengan penelitian ini, diharapkan produsen Wuling motors dapat meningkatkan kualitas produk, fitur, desain produk, dan kepercayaan produk, sehingga keputusan pembelian dapat meningkat. Kata Kunci: Kualitas Produk, Fitur, Desain Produk, Kepercayaan Produk, Keputusan pembelian, Produksi

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