Gunawan, Febi (2025) Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Kaos Kojar Taluk Kuantan. Other thesis, Universitas Islam Riau.

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Abstract

Facing the intense competition in the field of convection marketing, the quality of quality products is a must that is introduced to consumers. Maintaining product quality has a crucial role for companies in encouraging consumer preferences in making purchases. Regular product delivery to customers, accompanied by continuous improvement and quality assurance, can increase consumer motivation to own the product. This study aims to determine the effect of product quality on consumer purchasing decisions for Kojar T-shirts in Teluk Kuantan. The population in this study includes all consumers who have purchased Kojar Tshirts. The sampling technique used is Incidental Sampling of 92 respondents who have purchased Kojar T-shirts. Primary data was collected by questionnaires as an instrument to prove the results of the study, to test the hypothesis in this study is used simple linear regression analysis with the help of SPSS software version 26. The results of the study can be concluded Product quality is in the agree category, which means consumers or the public agree with the quality of Kojar Tshirt products, because from the results of public assessments the quality of Kojar T-shirt products is in accordance with the selling price then many consumers are interested in buying this Kojar T-shirt because of the product design. Purchasing decisions in the agree category, meaning consumers agree with the product quality, design, and selling price, are confident in making a purchase, consistently repurchasing, and even willing to recommend it to others. Product quality has a positive and significant influence on consumer purchasing decisions for Kojar Taluk Kuantan T-shirts.

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