Oktafianti, Adilah (2015) PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA CV. PURI LESTARI CATERING BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
CV. Puri Lestari Catering merupakan perusahaaan yang bergerak di jasa makanan / katering, yang didirikan pada tahun 2003. Sebagai Pengikut pasar (follower) Puri Lestari Catering berfokus pada cita rasa makasakan dan kepuasan konsumen dalam menjalankan usahanya. Berdasarkan data profit terlihat bahwa profit Puri Lestari Catering mengalami fluktuatif selama kurun waktu 2010-2014. Secara keseluruhan jumlah profit dari tahun 2012-2014 terus mengalami penurunan. Hasil survey pra penelitian kepada 30 konsumen menyatakan bahwa 65% konsumen menyatakan tidak puas atas produk dan pelayanan yang di berikan CV. Puri Lestari Catering. Adapun upaya untuk mengatasi hal ini adalah meningkatkan kualitas produk dan kualitas pelayanan. Berdasarkan permasalahan tersebut, maka tujuan penelitian ini adalah 1) Untuk mengetahui bagaimana kualitas produk, kualitas pelayanan, dan keputusan pembelian pada CV.Puri Lestari Catering Bandung. 2) Untuk mengetahui bagaimana kualitas produk terhadap keputusan pembelian pada CV.Puri Lestari Catering Bandung. 3) Untuk mengetahui bagaimana kualitas pelayanan terhadap keputusan pembelian pada CV. Puri Lestari Catering. 4) Untuk mengetahui sejauh mana kualitas produk dan kualitas pelayanan berpengaruh terhadap keputusan pembelian pada CV.Puri Lestari Catering Bandung. Metode penelitian yang digunakan adalah penelitian deskriptif dan verifikatif, dengan data populasi dalam penelitian sebanyak 144 orang, dimana teknik pengambilan sampel yang digunakan adalah simple random sampling diperoleh jumlah sampel sebanyak 59 orang konsumen, dengan teknis analisis data regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas produk CV. Puri Lestari Catering Bandung dinilai cukup baik, kualitas pelayanan CV. Puri Lestari Catering Bandung cukup baik, keputusan pembelian CV. Puri Lestari Catering Bandung cukup baik, dan kualitas produk dan kualitas pelayanan berpengaruh terhadap keputusan pembelian dengan kategori kuat secara simultan dan parsial. Adapun saran penulis untuk perusahaan antara lain perusahaan mengupdate menu, memberikan pelayanan.;--- CV. Puri Lestari Catering are firms engaged in the food service / catering, which was founded in 2003. As market followers (follower) Castle of Sustainable Catering makasakan focuses on taste and consumer satisfaction in running their business. Based on data from the profit shown that profit Puri Lestari Catering experiencing fluctuated during the period of 2010-2014. The overall amount of profit from the years 2012-2014 continued to decline. The survey results pre-study to the 30 consumers stated that 65% of consumers said it was not satisfied with the products and services provided in the CV. Puri Lestari Catering. As an attempt to overcome this is to improve product quality and service quality. Based on these problems, then the purpose of this research is 1) To know how the product quality, service quality, and purchase decisions on Sustainable CV.Puri Catering Bandung. 2) To know how the quality of products on purchase decisions on Sustainable CV.Puri Catering Bandung. 3) To know how the quality of service to the purchasing decision on the CV. Puri Lestari Catering. 4) To determine the extent of product quality and service quality influence on purchase decisions on Sustainable CV.Puri Catering Bandung. The research method used is descriptive and verification, with the data in the study population of 144 people, where the sampling technique used was simple random sampling obtained a total sample of 59 consumers, technical data analysis with linear regression. The results showed that the quality of the product CV. Puri Lestari Catering Bandung considered quite good, service quality CV. Puri Lestari Catering Bandung pretty good, CV purchasing decisions. Puri Lestari Catering Bandung is quite good, and the quality of product and service quality influence on purchasing decisions with strong category simultaneously and partially. The author's suggestion for the company among other companies to update the menu, providing services.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No.panggil : S MIK OKT p-2015; Pembimbing : I.Eeng Ahman, II.Masharyono. |
| Uncontrolled Keywords: | Kualitas Produk, Kualitas Pelayanan, Keputusan Pembelian, Product Quality, Service Quality, Purchasing Decisions. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Mr mhsinf 2017 |
| Date Deposited: | 20 Nov 2017 07:13 |
| Last Modified: | 20 Nov 2017 07:13 |
| URI: | http://repository.upi.edu/id/eprint/28013 |
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