Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/25385
Title: Pengaruh Faktor Kualitas Produk, Promosi dan Distribusi terhadap Keputusan Pembelian pada Usaha Dodol Ryan Tanjung Pura
Other Titles: The Effect of Product Quality, Promotion, and Distribution Factors on Purchase Decision on Dodol Ryan Tanjung Pura. Studies Program Management
Authors: Syaflia, Rinanda Putri
metadata.dc.contributor.advisor: Siregar, Zulkarnain
Lubis, Adelina
Keywords: kualitas produk;promosi;distribusi;keputusan pembelian;product quality;promotion;distribution;purchase decision
Issue Date: Apr-2019
Publisher: UNIVERSITAS MEDAN AREA
Series/Report no.: NPM;148320111
Abstract: Semakin bertambah jumlah industri dodol di Kota Tanjung Pura maka persaingan antara industri dodol semakin ketat, sehingga masing-masing industri harus mengetahui apa yang dibutuhkan dan diinginkan oleh konsumen terhadap produk dodol sehingga keputusan pembelian yang dilakukan oleh konsumen adalah membeli produk yang dijual. Keputusan pembelian adalah suatu proses penyelesaian masalah yang terdiri dari menganalisa atau pengenalan kebutuhan dan keinginan, pencarian informasi, penilaian sumber-sumber seleksi terhadap alternatif pembelian, keputusan pembelian, dan perilaku setelah pembelian. Faktor kualitas produk, promosi, dan distribusi, diduga berpengaruh terhadap keputusan pembelian. Penelitian ini bertujuan untuk mengetahui sejauh mana faktor kualitas produk (X1), promosi (X2), dan distribusi (X3) berpengaruh terhadap keputusan pembelian pada usaha Dodol Ryan Tanjung Pura. Penelitian ini menggunakan metode kuantitatif jenis deskriptif korelasional. Populasi penelitian adalah konsumen dodol Ryan sebanyak 914 orang, 92 orang konsumen terpilih menjadi sampel. Teknik pengambilan sampel pada penelitian ini adalah menggunakan teknik simple random sampling. Instrumen penelitian adalah kuesioner (angket). Hasil penelitian dianalisis dengan teknik regresi linear sederhana dan teknik regresi linear berganda. Hasil penelitian menunjukkan bahwa: (1) Secara rata-rata gambaran kualitas produk berada pada kategori baik. Secara rata-rata gambaran promosi berada pada kategori baik. Secara rata-rata gambaran distribusi berada pada kategori sedang, dan secara rata-rata gambaran keputusan pembelian berada pada kategori tinggi; (2) Kualitas produk berpengaruh secara signifikan dengan keputusan pembelian dan memberikan kontribusi terhadap keputusan pembelian sebesar 21,1%.; (3) Promosi berpengaruh secara signifikan dengan keputusan pembelian dan memberikan kontribusi terhadap keputusan pembelian sebesar 17,8%. (4) Distribusi berpengaruh secara signifikan dengan keputusan pembelian dan memberikan kontribusi terhadap keputusan pembelian sebesar 18,9%. (5) Kualitas produk, promosi, dan distribusi secara bersama-sama (stimultan) berpengaruh secara signifikan dengan keputusan pembelian. Kontribusi kualitas produk, promosi, dan distribusi secara bersama-sama terhadap motivasi belajar siswa sebesar 51,4%. Artinya, semakin tinggi kontribusi kualitas produk, promosi, dan distribusi secara bersama-sama maka semakin tinggi pula keputusan pembelian produk Dodol Ryan Tanjung Pura. The increasing number of dodol industry in Tanjung Pura city, the competition between the dodol industry is getting tighter, so each industry must know what is needed and desired by the consumer to the dodol product so that the purchasing decision done by the consumer is to buy the products. Purchase decision is a process of problem solving consisting of analyzing or recognizing needs and wants, searching information, valuing sources of selection on alternative purchases, purchasing decisions, and post purchase behavior. Factors of product quality, promotion, and distribution, allegedly affect the purchase decision. This study aims to determine the extent to which product quality factors (X1), promotion (X2), and distribution (X3) affect purchasing decisions on Dodol Ryan Tanjung Pura. This research uses quantitative method of correlational descriptive type. The population of the study were consumers of Ryan dodol 914 people, 92 consumers selected to be samples. Sampling technique in this research is using simple random sampling technique. The research instrument is questionnaire (questionnaire). The results were analyzed by simple linear regression technique and multiple linear regression technique. The results of the research revealed that: (1) On average the picture of product quality is in good category. On average, promotion figures are in good category. On average the distribution picture is in the medium category, and on average the purchase decision picture is in the high category; (2) The quality of the product significantly affects the purchase decision and contributes to the purchase decision of 21.1%; (3) Promotion significantly affects the purchase decision and contributes to the purchase decision of 17.8%. (4) Distribution significantly affects the purchase decision and contributes to the purchase decision of 18.9%. (5) The quality of product, promotion, and distribution together (stimuli) have significant effect on purchasing decision. Contribution of product quality, promotion, and distribution together to motivation learn student equal to 51,4%. That is, the higher the contribution of product quality, promotion, and distribution together then the higher the decision to purchase products Dodol Ryan Tanjung Pura.
Description: 86 Halaman
URI: https://repositori.uma.ac.id/handle/123456789/25385
Appears in Collections:SP - Management

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