Pengaruh Persepsi Kualitas Produk dan Sikap Konsumen Terhadap Keputusan Pembelian Konsumen pada Toko Difa Bakery dan Cake Shop Pangkalan Brandan

Abstract

This study aims to determine the "Effect of Product Quality Perceptions and Consumer Attitudes on Consumer Purchase Decisions at Difa Bakery & Cake Shop Pangkalan Brandan". This type of research is associative, namely a study that is asking about the relationship between two variables. The population in this study were consumers at Difa Bakery & Cake Shop Pangkalan Brandan. 154 employees. And by using the Slovin formula technique, the number of samples in this study were 60 respondents taken from some consumers of the population. Based on the results of the t test it can be seen that t counts on the perception variable of product quality of 4,048 greater than t table of 1,295 with probability t that sig 0,000 is smaller than the significance limit of 0,1. Based on these values, the perception variable of product quality has a positive and significant effect on the purchasing decision variable. On the consumer attitude variable of 4,048 greater than t table of 1,295 with probability t that is sig 0,000 smaller than the significance limit of 0.1, then the variable consumer attitude partially has a positive and significant influence on the purchase decision variable. Based on the results of the F test, the calculated F value is 59.243> 4.00 with sig 0,000 <50.05, indicating that Ho is rejected and Ha is accepted, meaning that the perception of product quality and consumer attitudes simultaneously has a positive and significant effect on the purchasing decision variable. The value of R Square obtained is 0.664. To see the influence of independent variables on the dependent variable by calculating the coefficient of determination (KD) = R2 x 100%, so that KD = 66.4% is obtained. This figure shows that 66.4% of purchase decisions (dependent variables) can be explained by perceptions product quality and consumer attitudes. The remaining 52.6% is influenced by other factors not explained in this study.