Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Pada Tenun Wan Fitri Di Pekanbaru

Zulfiani, Yuni (2022) Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Pada Tenun Wan Fitri Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to discuss and analyze the effect of product quality on purchasing decisions on Weaving Wan Fitri Pekanbaru. According to Kotler and Keller (2013:153) Product quality is the ability of a product to carry out its functions including durability, reliability, accuracy, ease of operation, and repairs and attributes. Meanwhile, according to Kotler and Armstrong (2008:158), Purchase Decision is the final selection of products or services marketed by consumers who are closely related to the stages or processes that precede it. The type of research used is descriptive survey research. The research method uses quantitative methods because researchers get data by analyzing data and by describing or describing data by making observations at the research site. The importance of product quality because the quality of Weaving Wan Fitri Pekanbaru affects purchasing decisions. The results showed that product quality was seen from eight indicators, namely performance, features, reliability, conformance to specifications, durability, serviceability, aesthetics, perceived quality. While purchasing decisions can be seen from the introduction of problems, information search, evaluation of alternatives, purchase decisions, behavior after purchase. The population in this study was the customers of Weaving Wan Fitri Pekanbaru as many as 54 customers using the Slovin formula. The results of the instrument validity test show that r arithmetic r table means that all item statements are valid and reliability is above 0.60 which means reliable. If viewed based on the t test, it shows that the value of t count is (11.012) t table (1.675) sig (0.000) 0.1. This shows that product quality is partly influenced by purchasing decisions. Then, the coefficient of determination (R2) is 0.700 or rounded 70%, namely the quality of the product in purchasing decisions, while 30% is influenced by other variables not examined in this study.

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