PENGARUH KUALITAS PRODUK DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT. MATAHARI JAYATAMA TEKNIKAL

Abstract

The growth of Micro, Small, and Medium Enterprises in Indonesia is currently showing a positive trend. Of course, this requires business actors to innovate in making designs, strategies, and also have the courage to make decisions. So this study is very important to be conducted to determine the influence of products and services on purchasing decisions. This study uses a quantitative method with a sampling technique and a total of 50 MSME actors. The data used are primary and secondary data. Data analysis uses multiple linear regression, partial tests, and simultaneous tests. The results of the processed data show that product and service quality influence purchasing decisions. The significance level of product quality is 0.005, smaller than 0.05, with the T-count greater than the T-table (2.894 > 1.678). The significance level of service is 0.000 < 0.05 and the T-count greater than the T-table (4.982 > 1.678). The results of the coefficient of determination test show that the contribution of product quality and service to purchasing decisions is 0.781, or 78.1%. This can be explained that product quality and service are able to influence purchasing decisions by 78.1%, and 21.9% is influenced by other factors