PENGARUH HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI UNYIL DURIAN PEKANBARU
DOI:
https://doi.org/10.23969/jp.v10i01.23126Abstract
In the business world, competition to win customers' hearts is inevitable. The increasingly intense business competition compels business actors, particularly in the durian industry, such as Unyil Durian Pekanbaru, to optimize their performance. One of the challenges is to create buying decisions for Unyil Durian Pekanbaru's products so that customers remain loyal and continue to make repeat purchases. This study aims to identify and analyze the influence of price, product quality, and service quality on purchasing decisions at Unyil Durian Pekanbaru. This research adopts a quantitative method. The sampling technique used is non-probability sampling with a purposive sampling method, targeting individuals who have previously purchased Unyil Durian Pekanbaru's products. The sample consists of 100 respondents residing in Pekanbaru City, and data collection is conducted using questionnaires. Data analysis involves classical assumption testing, multiple linear regression analysis, and hypothesis testing, including the determination coefficient test, t-test, and F-test. The results of the study reveal the following findings: (1) Price has a significant influence and negative on purchasing decisions, (2) Product quality has a significant influence on purchasing decisions, (3) Service quality has a significant influence on purchasing decisions. Simultaneously, the study concludes that price, product quality, and service quality collectively influence buying decisions.Downloads
References
Anwar, I. (2015). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Ilmu Dan Riset MAnajemen, 4(12), 1–9.
Arikunto. (2006). Prosedur Penelitian Suatu Pendekatan Praktek. PT. Rineka Cipta.
CNBC. 2024. Ekspor Durian RI Tembus Rp. 811 Juta, 2 Negara Ini Jadi Pembeli Utama. Diambil 1 November 2024, dari https://www.cnbcindonesia.com/news/20240815120043-4-563277/ekspor-durian-ri-tembus-rp-811-juta-2-negara-ini-jadi-pembeli-utama
Gavin, D. A. (1987). Managing Quality. The Free Press.
Gunawan, A. C., & Susanti, F. (2019). Pengaruh Bauran Promosi dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Maybelline di Kota Padang. Jurnal Manajemen, 1(1), 28–39.
Imron, M., & Munif, A. (2010). Metodologi Penelitian Bidang Kesehatan. Jakarta.
Juliandi, A. (2014). Metodologi Penelitian Bisnis. Umsu Pers.
Kharisma, L., & Hutasuhut, S. (2019). Peran Mediasi Minat Beli pada Pengaruh Brand Ambassador dan Kualitas Produk terhadap Keputusan Pembelian. Niagawan, 8(3), 197–215.
Kotler, P., & Keller, L. (2016). Manajemen Pemasaran Edisi 12 Jilid 1 dan 2. PT. Indeks.
Martono, A. (2014). Manajemen Keuangan. EKONISIA.
Mendur, M. E. M., Tawas, H. N., & Arie, F. V. (2021). Pengaruh Persepsi Harga, Jualitas Produk dan Atmosfer Toko Terhadap Keputusan Pembelian pada Toko Immanuel Sonder. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(3), 1077–1086.
Monroe, K. B. (2014). Pricing: Making Profitable Decisions. McGraw-Hill Companies.
Mukti, A., & Aprianti, K. (2021). Pengaruh Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian pada Kedai Kirani Coffee. Jurnal Bina Manajemen, 10(1), 229–245.
Nurlia, R., Indriani, W., & Wuryanti, L. (2023). Pengaruh Kualitas Produk, Kualitas Pelayanan dan Loyalitas Merek terhadap keputusan pembelian Mobil Mitsubishi (Studi Kasus Mobil Pajero Sport Cabang Lampung Selatan). Jurnal Jejama Manajemen Malahayati, 3(2), 1–8.
Rafi, M., & Budiatmo, A. (2018). Pengaruh Kualitas Produk, Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian pada Konsumen Kafe Mom Milk Semarang. Jurnal Ilmu Administrasi Bisnis, 7(4), 160–166.
Santoso, S., Pradiani, T., & Fathorrahman, F. (2022). Analisis Pengaruh Promosi, Harga dan Personal Selling terhadap Keputusan Konsumen Membeli Motor Honda pada PT. Cahaya Unggul Nusantara Cabang Madiun. ISOQUANT: Jurnal Ekonomi, Manajemen Dan Akuntansi, 6(2), 176–192.
Sejati, B. S. A., & Yahya, Y. (2016). Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Harga Terhadap Keputusan Pembelian pada Starbucks. Jurnal Ilmu Dan Riset Manajemen, 5(3), 1–19.
Silvia, S. (2022). Pengaruh Strategi Pemasaran Digital, Word of Mouth, Brand Image dan Harga Terhadap Keputusan Pembelian Ucok Durian Medan. Skripsi. Universitas Muhammadiyah Sumatera Utara.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan RnD, Cetakan ke 24. Alfabeta.
Tjiptono, F., & Diana, A. (2016). Pemasaran Esesi dan Aplikasi. Andi Offset.
Zeithaml, V. (1988). Consumer Perceptions of Price, QUality, and Value: A Means - End Model and Synthesis of Evidence. Journal of Marketing, 52(7), 2–22.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Pendas : Jurnal Ilmiah Pendidikan Dasar
This work is licensed under a Creative Commons Attribution 4.0 International License.
