Product Quality Analysis Of Customer Purchase Decisions Of Palm Oil Products With The Role Of Distribution Channel (Case Study Of Palm Oil Companies)

Abstract

The purpose of this research was to examine and analyze the effects of product quality and distribution channels on the purchase decisions of Crude Palm Oil consumers in palm oil companies. The product quality, distribution channel, and purchase decision theories were applied in this study. The quantitative descriptive approach was used in the research, and the type of research was quantitative descriptive. The research was explanatory descriptive, with a multiple linear regression analysis method. The population in this study consisted of 112 customers from the oil palm sector, and the sampling technique employed was saturation sampling. The results showed that simultaneously product quality and distribution channel had a positive and significant impact on the purchase decisions of customers for Crude Palm Oil products at companies in the oil palm sector. Partially, product quality has an effect on product purchase decisions in oil palm companies and partially distribution channel have a significant effect on product purchase decisions in oil palm companies. With a coefficient of determination of 0.384, this suggests that product quality variables and distribution channel explain 38.4% of the variation in purchase decision variables, while the remainder is explained by variables other than the variables analyzed.