Pengaruh Kualitas Produk dan Saluran Distribusi terhadap Keputusan Pembelian (Studi Kasus pada Pelanggan Keripik Singkong PILLA CV. Kembang Jaya di Desa Karanganom Kecamatan Pasrujambe)

Abstract

Indonesia now has a very high level of entrepreneurial competition, because every company always tries to increase market share by acquiring more new customers. Everyone always considers something before making a purchase decision, whether the product to be purchased is in accordance with the wishes or needs, whether it is in accordance with the conditions and capabilities of himself, such as the costs needed to buy the product. To achieve the desired product quality so that consumers make purchasing decisions, a quality standardization is needed so that the products produced can meet established standards. The problem in this study is whether there is a significant influence on the variable quality of products and distribution channels on the decision to purchase cassava chips PILLA CV. Kembang Jaya both simultaneously and partially. This research is a type of quantitative research. Data collection techniques using questionnaires, with Probability Sampling techniques selected sampling technique is Simple Random Sampling to 60 respondents to customers cassava chips PILLA CV. Kembang Jaya. The resulting multiple linear regression function is Y = 3,211 + 0,512X1 + 0,535X2. The results of the coefficient of determination indicate that 32.9% of purchasing decisions can be explained by independent variables, namely product quality and distribution channels, while the remaining 67.1% visit satisfaction contributed by other variables not examined in this study. The results of this study indicate that product quality and distribution channels both simultaneously and partially have a significant positive effect on the purchasing decision of cassava chips PILLA CV. Kembang Jaya.