AJENG KARTIKA, SRI (2023) PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM "DODOL PAK OYOT" DI KABUPATEN TANGERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Dodol is a traditional food that is quite popular in several regions of Indonesia. Dodol Pak Oyot is one of the UMKM in Tangerang Regency with 3 flavors. The purpose of this study is to analyze Product Quality and Service Quality partially and simultaneously on Purchasing Decisions at UMKM Dodol Pak Oyot. This study uses quantitative methods with primary data sources and secondary data. The population in this study refers to Dodol Pak Oyot UMKM consumers. The sampling technique used Nonprobability Sampling with the Accidental Sampling method, so there were a total sample of 75 respondents. Data analysis techniques using multiple linear regression analysis, hypothesis testing t test, F test and the coefficient of determination previously the data has been tested using the validity test, reliability test and classic assumption test. Data processing in this study uses SPSS 21.0. Based on the research result, the research regression model Y = 0.766 + 0.168 X1 + 0.788 X2 + e. Based on multiple linear analysis, Product Quality (X1) 0.168 with a tcount 2,184 > ttable 0.05 and Service Quality (X2) 0.788 with a tcount 11,595 > ttable 0.05. The results of the analysis R^2 0.675 stated that the magnitude of the influence of Product Quality and Service Quality on Purchasing Decisions in this study was 67.5%. From the results of this analysis it can be concluded that there is a positive and significant influence between Product Quality and Service Quality on Purchasing Decisions at UMKM Dodol Pak Oyot in Tangerang Regency.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Dodol merupakan makanan tradisional yang cukup populer di beberapa daerah di Indonesia. Dodol Pak Oyot merupakan salah satu UMKM yang ada di Kabupaten Tangerang dengan 3 varian rasa. Tujuan dari penelitian ini adalah untuk menganalisis Kualitas Produk dan Kualitas Pelayanan secara parsial dan simultan terhadap Keputusan Pembelian pada UMKM Dodol Pak Oyot. Penelitian ini menggunakan metode kuantitatif dengan sumber data primer dan data sekunder. Populasi dalam penelitian ini mengacu pada konsumen UMKM Dodol Pak Oyot. Teknik pengambilan sampel menggunakan Nonprobability Sampling dengan metode Accidental Sampling, sehingga jumlah sampel sebanyak 75 responden. Teknik analisis data menggunakan analisis regresi linier berganda, uji hipotesis uji t, uji F dan koefisien determinasi yang sebelumnya data telah diuji menggunakan uji validitas, uji reliabilitas dan uji asumsi klasik. Pengolahan data dalam penelitian ini menggunakan SPSS 21.0. Berdasarkan hasil penelitian model regresi penelitian Y = 0,766 + 0,168 X1 + 0,788 X2 + e. Berdasarkan analisis linier berganda, Kualitas Produk (X1) 0,168 dengan thitung 2,184 > ttabel 0,05 dan Kualitas Pelayanan (X2) 0,788 dengan thitung 11,595 > ttabel 0,05. Hasil analisis R^2 0,675 menyatakan bahwa besarnya pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian pada penelitian ini sebesar 67,5%. Dari hasil analisis tersebut dapat disimpulkan bahwa terdapat pengaruh positif dan signifikan antara Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian pada UMKM Dodol Pak Oyot Kabupaten Tangerang. | |||||||||
| Uncontrolled Keywords: | Product Quality, Purchase Decision, and Service Quality. Kualitas Produk, Keputusan Pembelian, dan Kualitas Pelayanan. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Sri Ajeng Kartika | |||||||||
| Date Deposited: | 25 Jul 2023 13:22 | |||||||||
| Last Modified: | 25 Jul 2023 13:22 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26786 |
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