Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Susu Segar UD. Adil Brothers Senduro

Abstract

This study aims to determine the effect of product quality, service quality on fresh milk purchasing decisions at UD. Adil Brothers Senduro both partially and simultaneously. This study uses primary data obtained from the results of filling out the questionnaire to consumers at UD. Adil Brothers Senduro. The analytical method used in this study is multiple linear regression. The results of multiple linear regression analysis showed that product quality, had no partial effect on purchasing decisions, whereas service quality had a positive and partially significant effect on purchasing decisions. Product quality and service quality simultaneously have a positive and significant influence on purchasing decisions with a coefficient of determination of 20.8% can be explained by the independent variables namely product quality, service quality. While the remaining 79.2% of purchasing decisions are influenced by other variables not examined in this study such as price, brand and promotion. Based on research resultsthis, UD. Adil Brothers Senduro needs to develop the quality of fresh milk products in accordance with company regulations , improve the quality of service to consumers who will buy fresh milk and provide confidence to consumers to re-purchase fresh milk.