PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU SUSTAGEN PADA PT. BINA SAN PRIMA
TAHUN 2021
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Institusion
Universitas Islam Kalimantan M A B Banjarmasin
Author
Larasati, Larasati
Subject
H Social Sciences (General)
Datestamp
2021-09-16 02:18:27
Abstract :
Penelitian ini bertujuan untuk meguji dan menjelaskan : (1) pengaruh kualitas produk terhadap keputusan pembelian produk susus sustagen pada PT. Bina San Prima (2) pengaruh promosi terhadap keputusan pembelian produk susus sustagen pada PT. Bina San Prima Penelitian ini menggunakan rancangan penelitian deskriftif kuantitatif dan merupakan penelitian survey dengan teknik pengambilan sampel accidental sampling. Populasi penelitian seluruh konsumen yang mengonsumsi susu sustagen dan sampel sebesar 90 responden dengan analisis data Regresi Linier Berganda. Hasil penelitian menunjukkan 1) kualiatas produk berpengaruh signifikan terhadap keputusan pembelian konsumen produk susus sustagen pada PT. Bina San Prima, 2) promosi berpengaruh signifikan terhadap keputusan pembelian konsumen produk susus sustagen pada PT. Bina San Prima, 3) secara simultan kualitas produk dan promosi berpengaruh signifikan terhadap keputusan pembelian konsumen produk susus sustagen pada PT. Bina San Prima, This study aims to examine and explain: (1) the effect of product quality on purchasing decisions for milk products at PT. Bina San Prima (2) the effect of promotion on the decision to purchase milk products at PT. Bina San Prima This study uses a quantitative descriptive research design and is a survey research with accidental sampling technique. The research population was all consumers who consumed Susagen milk and a sample of 90 respondents with multiple linear regression data analysis. The results showed that 1) product quality had a significant effect on consumer purchasing decisions for Susagen milk products at PT. Bina San Prima, 2) promotion has a significant effect on consumer purchasing decisions of Susagen milk products at PT. Bina San Prima, 3) simultaneously product quality and promotion have a significant effect on consumer purchasing decisions for milk products at PT. Bina San Prima
Penelitian ini bertujuan untuk meguji dan menjelaskan : (1) pengaruh kualitas produk terhadap keputusan pembelian produk susus sustagen pada PT. Bina San Prima (2) pengaruh promosi terhadap keputusan pembelian produk susus sustagen pada PT. Bina San Prima Penelitian ini menggunakan rancangan penelitian deskriftif kuantitatif dan merupakan penelitian survey dengan teknik pengambilan sampel accidental sampling. Populasi penelitian seluruh konsumen yang mengonsumsi susu sustagen dan sampel sebesar 90 responden dengan analisis data Regresi Linier Berganda. Hasil penelitian menunjukkan 1) kualiatas produk berpengaruh signifikan terhadap keputusan pembelian konsumen produk susus sustagen pada PT. Bina San Prima, 2) promosi berpengaruh signifikan terhadap keputusan pembelian konsumen produk susus sustagen pada PT. Bina San Prima, 3) secara simultan kualitas produk dan promosi berpengaruh signifikan terhadap keputusan pembelian konsumen produk susus sustagen pada PT. Bina San Prima, This study aims to examine and explain: (1) the effect of product quality on purchasing decisions for milk products at PT. Bina San Prima (2) the effect of promotion on the decision to purchase milk products at PT. Bina San Prima This study uses a quantitative descriptive research design and is a survey research with accidental sampling technique. The research population was all consumers who consumed Susagen milk and a sample of 90 respondents with multiple linear regression data analysis. The results showed that 1) product quality had a significant effect on consumer purchasing decisions for Susagen milk products at PT. Bina San Prima, 2) promotion has a significant effect on consumer purchasing decisions of Susagen milk products at PT. Bina San Prima, 3) simultaneously product quality and promotion have a significant effect on consumer purchasing decisions for milk products at PT. Bina San Prima
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