Published: 2024-04-01

Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Toko Banda Baru Palembang

DOI: 10.35870/jemsi.v10i2.2309

Dzakie Haikal Azizi, Siti Komariah Hildayanti, Mohammad Kurniawan
  • Dzakie Haikal Azizi: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
  • Siti Komariah Hildayanti: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
  • Mohammad Kurniawan: Universitas Indo Global Mandiri , Indonesia . image/svg+xml
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Abstract

Perkembangan industri ritel di Indonesia semakin pesat seiring dengan pertumbuhan ekonomi dan perubahan gaya hidup masyarakat. Semakin baik kualitas produk dan kualitas pelayanan yang diberikan membawa dampak kepuasan dan keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian Toko Banda Baru Palembang secara parsial maupun simultan.


Metode penelitian yang digunakan adalah penelitian kuantitatif dengan bantuan SPSS versi 26. Populasi dalam penelitian ini adalah para konsumen Toko Banda Baru Palembang. Sampel menggunakan rumus Lemeshow diperoleh jumlah 96 responden. Skala pengukuran menggunakan Skala Likert. Teknik Sampling menggunakan Accidental Sampling.


Hasil penelitian menunjukkan bahwa secara parsial variabel Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Variabel Kualitas Pelayanan tidak berpengaruh dan tidak signifikan terhadap Keputusan Pembelian. Besarnya pengaruh kualitas produk dan kualitas pelayanan terhadap keputusan pembelian secara simultan 40,2% dan sisanya 59,8% dipengaruhi oleh variabel lain yang tidak diteliti. Kualitas produk dan kualitas pelayanan berpengaruh secara simultan terhadap keputusan pembelian konsumen Toko Banda Baru Palembang.

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How to Cite

Azizi, D. H., Siti Komariah Hildayanti, & Mohammad Kurniawan. (2024). Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen Toko Banda Baru Palembang. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1292-1303. https://doi.org/10.35870/jemsi.v10i2.2309
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 2 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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