Analisis pengaruh kualitas produk dan kualitas pelayanan terhadap keputusan pembelian di Waroeng Steak and Shake

WIDYA SIGIT EFENDI, Drs.Moh. Halimi, MM

2015 | Tugas Akhir | D3 MANAJEMEN SV

Penelitian ini bertujuan untuk mengetahui apakah kualitas produk, dan kualitaspelayanan berpengaruh terhadap keputusan pembeliankonsumen Waroeng Steak& Shakedi Yogyakarta. Populasidalam penelitian ini adalah para konsumenWaroeng Steak & Shake. Sampel diambil sebanyak 60 responden dengan menggunakan teknik Non-Probability Sampling dengan pendekatan Accidental sampling, yaitu teknik penentuan sampel berdasarkankebetulan, yaitu siapa yang kebetulan bertemu dengan peneliti dapat dijadikan sampel jika dipandang cocok. Hasil penelitian menunjukkan bahwa kualitas produk dan kualitas pelayanan memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian.Berdasarkan analisis data statistik, indikator-indikator pada penelitian ini bersifat valid dan variabelnya bersifat reliabel.Saran penulis adalah untuk meningkatkan keputusan pembelian konsumen dapat dilakukan dengan cara menjaga kualitas terbaiknya, meningkatkan keragaman produk, dan meningkatkan kualitas pelayanannya. Kata Kunci : Kualitas Pelayanan, Kualitas Produk, Keputusan Pembelian.

This study aims to determine whether the product quality and service quality effect on consumer purchasing keputusa Waroeng Steak & Shake and analyze the most dominant factor in influencing consumer purchasing decisions Waroeng Steak & Shake in Yogyakarta The population in this study are consumers Waroeng Steak & Shake. Samples taken as many as 60 respondents using Non-Probability Sampling technique with accidental sampling approach, ie sampling technique based on chance, ie who happened to meet with the researchers can be sampled as it sees fit. The results showed that price, product quality and service quality has a positive and significant influence on purchasing decisions. Based on statistical data analysis, indicators in this study are valid and are reliable variables. Suggestions writer is to increase consumer purchasing decisions can be done by keeping the best quality, increase product diversity, and improve the quality pelayanannya.Waroeng Steak & Shake need to retain the elements that have been rated as good (price, product quality, and quality of service) by customer as well as the need to fix things that are still lacking (promotion). Keywords: Quality Service, Quality Products, Purchasing Decision

Kata Kunci : Quality Service, Quality Products, Purchasing Decision