Pengaruh Kualitas Produk Sari Roti Terhadap Keputusan Pembelian (Studi Pada Mahasiswa Administrasi Niaga Politeknik Negeri Jakarta)

Abstract

The influence of Product Quality to Purchasing Decision of Sari Roti. Department of Business Administration, Politeknik Negeri Jakarta, 2017.

The purpose of this research is to analyze the influence of Product quality against the Purchasing Decision. The brand image variables hasfive indicators. 1)performance, 2)features, 3)durability, 4)estethic, 5)perceived quality. While the Purchasing Decision variables having four indicators, 1)stability of the product, 2)always buy the product, 3)recommend the brand to others and 4)repurchasing.The research of quantitative approaches to wear by using purposive sampling technique, namely the determination of the sample with a particular consideration. The number of samples used in this research about 81 respondents. The results of this research showed that variables of product quality has positive influence on the customer loyality of Go-Jek in Business Administration student, Politeknik Negeri Jakarta. Because in this study, the 49,8% of the purchasing decision of Sari Roti can be influenced by product quality. While the rest of 51,2% is explained by other factors outside the model analyzed.