HARIANTO, FAUZI (2019) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN DI PT.THE MEDECE KOSMETIKA INDONESIA CABANG SIDOARJO. Diploma thesis, STIE MAHARDHIKA SURABAYA.
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Abstract
This research was conducted to determine the effect of product quality and price in meeting customer satisfaction and its impact on purchasing decisions of PT. Medece Cosmetics Indonesia. The purpose of this study was to determine the direct effect of product quality variables and price variables on purchasing decision variables, the effect indirectly between product quality variables and price variables on purchase decisionvariables through variable customer satisfaction as an intervening variable. This research was conducted using a quantitative approach, namely research that focuses on testing hypotheses with statistical method analysis tools and drawing conclusions.The population of this study is 50 users who are consumers of PT Medece Cosmetics Indonesia with a sample of 50 users using saturated census or sample methods. Methods of collecting documentation and questionnaires, analytical methods, namely test instruments (validity and reliability tests), descriptive percentage analysis, classic assumption test, determination coefficient test (R2), t test and path analysis using SPSS 21.0 for Windows.Based on the results of path analysis it is known that the effect of product quality variables and price variables on purchasing decision variables, namely, product quality variables have a direct influence of 0.164, and the price variable has a direct effect of 0.240. Consumer satisfaction as an intervening variable has an effect of 0.149 on the purchase decision variable. Then if the product quality through customer satisfaction to influence purchasing decisions, the effect is known to be 0.020. While the price if through customer satisfaction to influence purchasing decisions, the effect is known to be 0.15. Based on this, it can be seen that the influence of product quality and price on purchasing decisions will be greater without going through customer satisfaction. Based on the results of the coefficient of determination (R Square) of 0.007 on the dependent variable of consumer satisfaction, it means the percentage of the effect of product quality and price on consumer satisfaction is 0.7%. The determinant coefficient is 0.043 for the dependent variable of purchase decision, meaning the percentage of the influence of product quality, price and customer satisfaction on purchasing decisions is 4.3%. and based on the results of multiple regression also shows the results that product quality, price and customer satisfaction have a positive influence on purchasing decisions. Keywords: Product Quality, Price, Consumer Satisfaction and Purchasing Decision
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Product Quality, Price, Consumer Satisfaction and Purchasing Decision |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 30 Sep 2019 06:14 |
| Last Modified: | 19 Dec 2022 05:10 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/819 |
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