Abstract:
This research was carried out to see and determine the effect of product quality on
consumer purchase decision in the Sentra Grosir Cikarang, there are several
factors that can be considered by consumers in assessing a product provided by
the company, Kotler & Armstrong (2006) identified three dimensions of product
attributes is Product Quality, Product Feature, and Product Style & Design.
Based on the results of the analysis has been done about the effects of product
attributes (product quality, product feature and product style & design) to
consumer purchase decision in Sentra Grosir Cikarang, it can be concluded that
based on the analysis of the resulting multiple regression equation is Y = 0.307 X2
+ 0.367 X3.
If the variable product quality, product feature, and product style and design is
equal to zero, then the value of consumer purchase decision 3.846. If the product
attributes changed 100% so the variable product quality would increase by
0.047points. Likewise for variable product feature that is equal to 0.307 points
and variable product style and design is equal to 0.367 points.
Then based on Simultaneous Test (Test F) Anova test can be known value of
Fcount 22.518, with the significances value 0.000 (p value). With level of
significances 95% (0.05). P value is 0.000 < 0.05, so Ho rejected and Ha
accepted. That means the variable product quality, product feature and product
style and design influence consumer purchase decision.
And based on the Partial Test (t-Test) test results of the regression coefficient tcount
obtained from t-count product quality (X1) of 0.601 > 0.05, product features
(X2) 0.013 < 0.05, and product style and design (X3) 0.002 > 0.05. Thus the
variable product features and product style & design variables significantly
influence consumer purchase decision.
This means that each additional 1 variable will be followed by the rising product
attributes. Based coefficient of determination test (R2) value is 0.421, this shows
that 42.1% consumer purchase decision can be explained by the variable product
quality, product feature, and product style and design. The remaining 57.9% is
caused by the influence of other variables that are not included in the model.
