Pengaruh Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Bolu Kemojo Pada Gerai Aurel Mandiri Di Kelurahan Muara Lembu Kecamatan Singingi Kabupaten Kuantan Singingi)

Andella, Ditha (2022) Pengaruh Kualitas Produk Terhadap Keputusan Pembelian (Studi Kasus Bolu Kemojo Pada Gerai Aurel Mandiri Di Kelurahan Muara Lembu Kecamatan Singingi Kabupaten Kuantan Singingi). Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine the effect of product quality on purchasing decisions (a case study of Bolu Kemojo at Aurel Mandiri Outlets in Muara Lembu Village, Singingi District, Kuantan Singingi Regency). Product quality research indicators used in this study include freshness (freshness), presentation (appearance), taste (taste), and innovative food (food innovation). Purchasing decision indicators used include identification of needs, information search, evaluation of alternatives, purchase and consumption, and after-sales evaluation. Withdrawal technique in this study using incidental sampling technique with 116 consumers. Data collection methods used in this study include interviews, questionnaires, observation, documentation, and literature study. The data analysis technique is simple linear regression analysis. Based on the results of the t-test analysis, it can be explained that product quality has a significant positive effect on purchasing decisions for sponge cakes in Muara Lembu Village, where the product quality variable has a significance value of 12,678 > 11,400. The R2 test of 0.581 (58.1%) means that the quality of the product has an influence on consumer purchasing decisions for the Kemojo cake at the Aurel Mandiri outlet in Muara Lembu Village, Singingi District, Kuantan Singingi Regency by 58.1%. While the remaining 46.9% is influenced by other factors not observed in this study. From the conclusions obtained in this study, I as a writer give advice to Aurel Mandiri outlets that are expected to improve the quality of their products so that consumer purchasing decisions always increase every year by ways such as adding food preservatives to make it last longer, adding flavor variants, labeling the packaging. so that the business grows.

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