PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG SABUN MANDI MEREK SHINZUI DI KOTA PALU

Hartati Hartati, Suardi Suardi, Ira Nuriya Santi

Abstract


The purpose of this study is to determine simultaneous and partial influence of product quality both on repurchase decision of Shinzui bath soap in Palu City. Independent variables used in this study consist of performance, features, reliability, durability, conformance, aesthetics, and perceived quality; while dependent variable is repurchase decision (Y). The research method is descriptive. Sample consists of 80 respondents who selected by purposive sampling technique. Data analysis method is multiple linear regressions. The result of this research shows that product quality, consists of performance, feature, reliability, durability, conformance, aesthetics, and perceived quality simultaneously have significant influence on repurchase decision of Shinzui bath soap in Palu City. Partially, product qualities that consist of feature and perceived quality have significant influence on repurchase decision of Shinzui bath soap in Palu City. While performance, reliability, durability, conformance, and aesthetics variables partially have non-significant influence on repurchase decision of Shinzui bath soap in Palu City.

 

Tujuan dari penelitian ini untuk mengetahui pengaruh kualitas produk baik secara serempak maupun parsial terhadap keputusan pembelian ulang sabun mandi Shinzui di Kota Palu. Variabel independen yang digunakan dalam penelitian ini adalah Kinerja (Performance), Keistimewaan (Features), Kehandalan (Reliability), Daya Tahan (Durability), Kesesuaian (Conformance), Estetika (Aesthetics), dan Kualitas Yang Dirasakan (Perceived Quality), sedangkan variabel dependen adalah Keputusan Pembelian Ulang (Y). Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Sampel yang digunakan pada penelitian ini yaitu sebanyak 80 responden dengan bentuk pengambilan sampel menggunakan teknik purposive sampling. Metode analisis data yang digunakan dalam penelitian ini adalah metode analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa secara simultan kualitas produk yang terdiri dari Kinerja (Performance), Keistimewaan (Features), Kehandalan (Reliability), Daya Tahan (Durability), Kesesuaian (Conformance), Estetika (Aesthetics), dan Kualitas Yang Dirasakan (Perceived Quality) berpengaruh signifikan terhadap keputusan pembelian ulang sabun mandi Shinzui di Kota Palu. Secara parsial kualitas produk yang terdiri dari Keistimewaan (Features) dan Kualitas Yang Dirasakan (Perceived Quality) berpengaruh signifikan terhadap keputusan pembelian ulang sabun mandi Shinzui di Kota Palu, Sedangkan variabel Kinerja (Performance), Kehandalan (Reliability), Daya Tahan (Durability), Kesesuaian (Conformance), dan Estetika (Aesthetics) secara parsial berpengaruh tidak signifikan terhadap keputusan pembelian ulang sabun mandi Shinzui di Kota Palu.


Keywords


Kualitas produk; keputusan pembelian ulang

Full Text:

PDF


DOI: https://doi.org/10.22487/jimut.v3i3.96

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

e-ISSN: 2443-3578
p-ISSN: 2443-1850

Contact Person:
Juliana Kadang: [email protected]