ANALISA PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN DAYA TARIK IKLAN TERHADAP KEPUTUSAN PEMBELIAN GBUMIN

RACHMADANI, AYU RESPATI (2019) ANALISA PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN DAYA TARIK IKLAN TERHADAP KEPUTUSAN PEMBELIAN GBUMIN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The aims of this study was to determine the effect of product quality, price perception and advertising attractiveness on Gbumin’s purchasing decision. The analytical tool used in this study is quantitative analysis (validity and reliability test), multiple regression analysis, classical assumption test (multicollinearity and normality), t-test and determinant coefficient. The population in this study were all people who had bought Gbumin at least once at Bekasi Herbal SAR store. In this study 100 respondent were taken samples using a purposive sampling technique with the criteria of respondent of all people who have bought Gbumin product at least 1 time at Herbal SAR Bekasi store. The result of the analysis can be seen that product quality, price perceptions and the attractiveness of advertising affect purchasing decision both partially and simultaneous. The test result of the coefficient of determination indicate that product quality variables, price perceptions and advertising attractiveness have large influence on purchasing decision. Based on priority scale table the biggest score is the product quality variabel performance dimension. Based on these results, the suggestions that can be submitted are looking for good quality of cork fish such as weight, aged and food. Each fish that comes to the lab is tested according to standards set by company and pay attention the production process to prevent contamination with other materials. Keywords: Product Quality, Price Perception, Advertising Attractiveness, Purchasing Decision Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, persepsi harga dan daya tarik iklan terhadap keputusan pembelian Gbumin. Alat analisis yang digunakan dalam penelitian ini adalah analaisis kuantitatif (uji validditas dan reliabilitas), analisis regresi berganda, uji asumsi klasik (multikolinearitas dan normalitas), uji t dan koefisien determinan. Populasi dalam penelitian ini adalah semua orang yang telah membeli Gbumin minimal 1 kali di toko Herbal SAR Bekasi. Dalam penelitian ini diambil 100 responden sebagi sampel menggunakan teknik purposive sampling dengan kriteria responden semua orang yang telah membeli produk Gbumin minimal 1 kali di toko Herbal SAR Bekasi. Hasil analisis dapat diketahui bahwa kualitas produk, persepsi harga dan daya tarik iklan berpengaruh terhadap keputusan pembelian baik secara parsial (per variabel) dan simultan (bersama-sama). Hasil uji koefisien determinasi menunjukkan bahwa variabel kualitas produk, persepsi harga dan daya tarik iklan memberikan pengaruh yang besar terhadap keputusan pembelian. Berdasarkan tabel skala prioritas score terbesar yaitu pada variabel Kualitas produk dimensi kinerja. Berdasarkan hasil tersebut, maka saran yang dapat disampaikan yaitu mencari kualitas ikan gabus yang baik seperti berat, umur dan makanannya, setiap ikan yang datang dites lab terlebih dahulu apakah sesuai standar yang di tetapkan oleh perusahaan dan memperhatikan proses produksi untuk mencegah terkontaminasi dengan bahan lain. Kata Kunci : Kualitas Produk, Persepsi harga, Daya Tarik Iklan, Keputusan Pembelian

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