PENGARUH KUALITAS PRODUK DAN NILAI EMOSIONAL TERHADAP KEPUTUSAN PEMBELIAN PADA JITTLADA THAI CUISINE CAMBRIDGE MEDAN

Siregar, Wahyuni (2012) PENGARUH KUALITAS PRODUK DAN NILAI EMOSIONAL TERHADAP KEPUTUSAN PEMBELIAN PADA JITTLADA THAI CUISINE CAMBRIDGE MEDAN. Undergraduate thesis, UNIMED.

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Abstract

Keputusan pembelian seseorang terhadap suatu produk dipengaruhi banyaknya faktor. Tiap individu mempunyai keinginan dan selera yang berbeda¬beda. Kualitas produk merupakan faktor yang sangat berpengaruh terhadap keputusan pembelian, yang akhirnya dapat menimbulkan nilai emosional dari diri konsumen. Selain itu masih banyak lagi faktor lain yang mempengaruhi perilaku pembelian tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan nilai emosional terhadap keputusan pembelian di Jittlada Thai cuisine Cambridge Medan. Populasi dalam penelitian ini adalah 400 orang, teknik pengambilan sampel menggunakan metode purposive sampling dengan jumlah sampel 80 orang. Teknik pengumpulan data dengan kuesioner dan observasi, sedangkan teknik analisis data menggunakan analisis regresi linear berganda dengan rumus Y=a+b1X1+b2X2+e. Setelah data dianalisis, maka diperoleh persamaan analisis regresi linear berganda Y = 4,862 + 0,256 X1 + 0,452 X2 + e . Selanjutnya nilai koefisien determinasi ( R2) sebesar 0,575 yang memiliki arti bahwa kualitas produk dan nilai emosional secara simultan mempengaruhi keputusan pembelian sebesar 57,5 % dan sisanya 42,5 % dipengaruhi oleh faktor lain yang tidak termasuk dalam penelitian ini. Untuk menguji hipotesis secara keseluruhan digunakan uji F, Yang diperoleh sebesar 52,176 sedangkan nilai Ftabel sebesar 3,115. Uji t pada taraf signifikansi (taraf kepercayaan  = 0,05) diperoleh nilai t hitung untuk X1= 5,376 dan X2 =4,606 dengan ttabel=1,991 maka thitung > ttabel. Dengan demikian hipotesis alternatif diterima yang berarti bahwa ada pengaruh positif dan signifikan antara Kualitas Produk dan Nilai Emosional Terhadap Keputusan Pembelian Pada Jittlada Thai Cuisine Cambridge Medan.

Item Type: Thesis (Undergraduate)
Contributors:
ContributionNameNIDN/NIDK
Thesis advisorErniati, Cut195605281989032001
Call Number: 658 Sir p
Keywords: Kualitas Produk, Nilai Emosional, Keputusan Pembelian
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
H Social Sciences > HF Commerce > HF5001 Business > HF5546 Office management
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Mrs Elsya Fitri Utami
Date Deposited: 21 Aug 2016 08:21
URI: http://digilib.unimed.ac.id/id/eprint/12818

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