Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian di PT. Wahana Graha Makmur Sidikalang

Hutasoit, Ferdy (2024) Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian di PT. Wahana Graha Makmur Sidikalang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pendahuluan: Keputusan pembelian adalah sebuah proses dimana konsumen mengenal masalahnya, mencari informasi mengenai produk atau merek tertentu dan mengevaluasi seberapa baik masing-masing alternatif tersebut dapat memecahkan masalahnya, yang kemudian mengarah kepada keputusanpembelian. Dengan memilki keputusan pembelian konsumen dapat memenuhi kebutuhan dan keinginan konsumen, sehingga konsumen mendapatkan kepuasan.Rumusan Masalah: (1) Apakah pengaruh kualitas produk terhadap keputusan pembelian produk PT. Wahana Graha Makmur Sidikalang ? (2) Apakah pengaruh citra merek terhadap keputusan pembelian produk PT. Wahana Graha Makmur Sidikalang ? (3)Apakah kualitas produk dan citra merek berpengaruh terhadap keputusan pembelian produk PT. Wahana Graha Makmur Sidikalang? Tujuan penelitian: Untuk mengetahui pengaruh kualitas produk dan citra merek terhadap keputusan pembelian di PT. Wahana Graha Makmur Sidikalang. Metode Penelitian: Analisi data dilakukan dengan metode deskriptif dan regresi liner berganda. Jumlah sampel dalam penelitian ini sebanyak 50 responden pada masyarakat kota Sidikalang yang telah melakukan pembelian di PT. Wahana Graha Makmur Sidikalang. Hasil: Hasil uji regresi linier berganda menunjukan bahwa variable kualitas produk berpengaruh positif terhadap keputusan pembelian, dengan memperoleh koefisien regresi sebesar 0,372. Variabel citra merek memiliki pengaruh positif terhadap keputusan pembelian dengan memperoleh koefisien regresi sebesar 657. Hasil uji parsial (Uji- t) menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Variabel citra merek berpengaruh signifikan terhadap keputusan pembelian. Hasil uji simultan (Uji F) menunjukkan bahwa variabel kualitas produk dan citra merek secara Bersama sama berpengaruh signifikan terhadap keputusan pembelian . Hasil uji koefisien determinasi (R2) bahwa variabel kualitas produk dan citra merek dapat menjelaskan keputusan pembelian./Introduction: Purchasing decisions are a process where consumers recognize their problem, search for information about a particular product or brand and evaluate how well each alternative can solve the problem, which then leads to a purchasing decision. By having purchasing decisions, consumers can fulfill consumer needs and desires, so that consumers get satisfaction. Problem Statement : (1) What is the influence of product quality on purchasing decisions for PT products. Wahana Graha Makmur Sidikalang? (2) What is the influence of brand image on purchasing decisions for PT products. Wahana Graha Makmur Sidikalang? (3) Do product quality and brand image influence PT product purchasing decisions. Wahana Graha Makmur Sidikalang? Research objective: To determine the influence of product quality and brand image on purchasing decisions at PT. Wahana Graha Makmur Sidikalang. Research Method: Data analysis was carried out using descriptive methods and multiple linear regression. The number of samples in this research was 50 respondents from the people of Sidikalang city who had made purchases at PT. Wahana Graha Makmur Sidikalang. Results: The results of the multiple linear regression test show that the product quality variable has a positive effect on purchasing decisions, by obtaining a regression coefficient of 0.372. The brand image variable has a positive influence on purchasing decisions by obtaining a regression coefficient of 657. The results of the partial test (t-test) show that product quality has a significant effect on purchasing decisions. The brand image variable has a significant effect on purchasing decisions. The results of the simultaneous test (F Test) show that the product quality and brand image variables together have a significant effect on purchasing decisions. The results of the coefficient of determination test (R2) show that product quality and brand image variables can explain purchasing decisions.

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