ANALISIS PENGARUH PERSEPSI HARGA, KUALITAS PELAYANAN, DESAIN PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN COLD STORAGE (Studi pada konsumen PT. USAHA MUDA PUTRA JAYA)
ABSTRACT: This research
reliable by the decreasing sales of cold storage at PT. USAHA MUDA PUTRA JAYA
for several months. Then some factors that influence the purchase decision are
need based on that public. This research is intended to know the perception effect
of price, service quality, product design, and brand image on purchase
decisions of cold storage at PT. USAHA MUDA PUTRA JAYA and determine what
variable which has the greatest influence on purchase decisions of cold storage
at PT. USAHA MUDA PUTRA JAYA.
The research data were collected from 100 consumers of PT. USAHA MUDA
PUTRA JAYA. The used sampling technique choose in this reseach is purposive
sample technique. Then the analysis
in this research
is multiple linear
regression analysis. The
validity, reliability and classical assumption had been usually
tested before. After multiple linear regression analysis has been done,
hypothesis and the
coefficient of determination
test was done. The
results of the research is the following regression
equation: Y = 0.162 X1 + 0.155 X2 + 0.512 X3+ 0.172 X4. The results
of multiple linear
regression analysis showed
variables of price,
service quality, product design, and brand image perception have
positive influence on purchase decisions. The variable which has the bigest
impact is the products design, followed by brand image and price perception,
while smallest effect is on the service quality. The analysis result by using
Uji T showed that perceptions of price, service quality, product design and
brand image individually has significant influence on purchasing decisions.
This equation model has F value of 369.929 with a significance level
of 0.000. The
results of analysis
by using the
coefficient of determination indicated that about 93.7% of
the purchase decision can be explained by the perception of price, service
quality, product design and brand image, while 6.3% is explained by other
variables that are not used in this research.
Keywords: purchasing
decisions, perceptions of
price, service quality,
product design, brand image
Penulis: Hermawan
Guntoro, Imroatul Khasanah
Kode Jurnal: jpmanajemendd170260
