Pengaruh Product Quality, Service Quality, dan Harga terhadap Purchase Decision pada Customer Bila Bakery

Firdausa, Nabila (2024) Pengaruh Product Quality, Service Quality, dan Harga terhadap Purchase Decision pada Customer Bila Bakery. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perilaku pelanggan seperti halnya merupakan sesuatu yang kompleks dimana pada prosesnya terdapat faktor internal dan faktor eksternal yang dapat mempengaruhi pelanggan untuk menentukan keputusan pembelian. Pada penelitian ini akan dilakukan pengambilan data pada industri makanan dan minuman, yaitu pada Bila Bakery. Terdapat fenomena yang terjadi pada Bila Bakery berupa penurunan penjualan pasca pandemi. Sejatinya dalam hal ini Bila Bakery memiliki data terkait customer membership namun belum pernah dilakukannya evaluasi, sehingga data tersebut tidak dapat memberikan pertimbangan dalam pengambilan keputusan oleh manajemen. Melihat dari fenomena tersebut, peneliti melakukan penelitian terkait perilaku pelanggan dalam hal kualitas produk, kualitas layanan, dan harga yang mempengaruhi keputusan pembelian pada customer Bila Bakery dengan tujuan peneliti dapat memberikan hasil penelitian yang selanjutnya dapat diterapkan dalam pengambilan keputusan manajerial sehingga dapat membantu manajemen Bila Bakery untuk mengenal customer lebih dekat, meningkatkan omzet dan dapat mencapai target yang telah ditentukan. Penelitian ini merupakan penelitian kuantitatif yang menggunakan metode analisis deskriptif dan PLS-SEM menggunakan data yang di dapatkan dari customer Bila Bakery melalui penyebaran kuesioner dengan WhatsApp Blast, terdapat 157 responden sebagai sampel pada penelitian ini. Hasil penelitian menunjukkan bahwa Kualitas Produk dan Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian, akan tetapi Kualitas Layanan berpengaruh positif namun tidak berpengaruh signifikan terhadap Keputusan Pembelian pada customer Bila Bakery. Terdapat implikasi manajerial untuk Bila Bakery sebagai strategi bisnis di masa depan melalui Kualitas Produk dan Harga yang berdampak kepada Keputusan Pembelian.
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Customer behavior is something complex where in the process there are internal and external factors that can influence customers to determine purchasing decisions. In this research, data will be collected in the food and beverage industry, namely at Bila Bakery. There is a phenomenon that occurred at Bila Bakery in the form of a decline in sales after the pandemic. In fact, in this case, if the bakery has data related to customer membership but has never carried out an evaluation, then this data cannot provide consideration in decision making by management. Looking at this phenomenon, researchers conducted research related to customer behavior in terms of product quality, service quality and price which influence purchasing decisions for Bila Bakery customers with the aim of researchers being able to provide research results which can then be applied in managerial decision making so that they can help the management of Bila Bakery to get to know customers more closely, increase turnover and be able to achieve predetermined targets. This research is a quantitative research that uses descriptive analysis methods and PLS-SEM using data obtained from Bila Bakery customers through distributing questionnaires with WhatsApp Blast, there are 157 respondents as samples in this research. The research results show that product quality and price have a positive and significant effect on purchasing decisions, but service quality has a positive but not significant effect on purchasing decisions for Bila Bakery customers. There are managerial implications for Bila Bakery as a future business strategy through product quality and price which impact purchasing decisions.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Nabila Firdausa
Date Deposited:	04 Aug 2024 10:10
Last Modified:	04 Aug 2024 10:10
URI:	http://repository.its.ac.id/id/eprint/113158

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