Pengaruh Produk, Harga, dan Kepuasan Konsumen terhadap Keputusan Pembelian Konsumen di Toko Projeksus

Abstract

Customer's purchase decision is company's hope to sell product. To persuade customers to buy, company is willing to give the best quality of their product, also to give the special price, and to give maximum satisfaction to the customer. Therefore, this research was conducted to know the effect of product quality, price, and customer's satisfaction on customer's purchase decision partially and simultaneously. This research's method is quantitative descriptive analysis. The population are 258 customers who bought company's product, then become 72 repondents by the Slovin formula as samples. We use F test, T test, multiple linear regression, and classic assumption test as data analysis techniques using SPSS version 20 program. Data results show that partially, product quality and price have significant effect on customer's purchase decision. While customer's satisfaction doesn't have significant effect on customer's purchase decisions. Simultaneously, product quality, price, and sarisfaction have significant effect on customer's purchase decision. Customer's purchase decision can be explained by product quality, price, and customer's satisfaction by 46,50%, the rest 53,50% is explained by other variables that are not being researched.