PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM KERUPUK MEKAR SARI JATIBENING

Ihsanul Kamil, - and Ismail Yusuf, - and Nizza Nadya Rachmani, - (2025) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM KERUPUK MEKAR SARI JATIBENING. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Keputusan pembelian merupakan perilaku konsumen saat memutuskan membeli produk. Persaingan bisnis menuntut pelaku usaha merumuskan strategi yang tepat, salah satunya dengan menawarkan produk berkualitas dan harga kompetitif. Penelitian ini bertujuan menganalisis pengaruh kualitas produk dan harga terhadap keputusan pembelian pada UMKM Kerupuk Mekar Sari. Metode yang digunakan adalah kuantitatif deskriptif dan verifikatif dengan sampel 100 responden konsumen. Data dikumpulkan melalui kuesioner Google Form dan dianalisis menggunakan regresi linear berganda, uji asumsi klasik, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan kualitas produk dan harga berpengaruh positif, baik secara parsial maupun simultan, terhadap keputusan pembelian. Besarnya pengaruh kedua variabel mencapai 70,1%, sementara 29,9% dipengaruhi faktor lain seperti promosi dan citra merek. Temuan ini menegaskan bahwa peningkatan kualitas secara konsisten dan penetapan harga tepat mampu mendorong minat konsumen membeli produk Kerupuk Mekar Sari. Purchase decision is a form of consumer behavior in which individuals decide to purchase a product. In this stage, consumers have the freedom to choose the product they consider most suitable for their needs. The intense business competition today requires business actors to formulate appropriate strategies, one of which is by offering products that meet quality standards and are competitively priced. This study aims to determine the effect of product quality and price on the purchase decision of UMKM Kerupuk Mekar Sari products. The research employed a descriptive and verification quantitative method with the population consisting of Kerupuk Mekar Sari consumers and a sample of 100 respondents. Data were collected through a Google Form-based questionnaire to facilitate distribution and ensure efficient data acquisition. Data analysis included multiple linear regression, classical assumption tests, partial test (t-test), simultaneous test (F-test), and the coefficient of determination. The results indicate that product quality and price have a positive effect both partially and simultaneously on purchase decisions. The influence of these two variables on purchase decisions reached 70.1%, while the remaining 29.9% was affected by other factors such as promotion, brand image, and others. These findings suggest that consistent improvement in product quality and appropriate pricing will enhance consumer interest and purchase decisions for Kerupuk Mekar Sari products.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&authuser=1&user=PmUKF3YAAAAJ ID SINTA Dosen Pembimbing: Ismail Yusuf: 6146933 Nizza Nadya Rachmani: 6746169
Uncontrolled Keywords:	Harga, Keputusan Pembelian, Kualitas Produk. Price, Product Quality, Purchase Decision
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Kewirusahaan
Depositing User:	Ihsanul Kamil
Date Deposited:	18 Sep 2025 07:26
Last Modified:	18 Sep 2025 07:26
URI:	http://repository.upi.edu/id/eprint/139735

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