PENGARUH KUALITAS PRODUK DAN HARGA SEMEN TIGA RODA TERHADAP KEPUTUSAN PEMBELIAN : Studi pada Mandor Bangunan Pemborong di Kecamatan Sukatani Kabupaten Purwakarta - Nandani, Afrah (2014)
Perkembanganekonomidaninformasimendoronglajupersainganyang semakintinggidalamduniabisnisbaikindustribarangmaupunjasatermasukpadaindustri semen.Persainganinimenuntutsetiappelakuusahauntukmelakukanpengelolaanstrategipemasaran yang efektifdalammengembangkandanmempertahankaneksistensipadapangsapasar.Penerapankualitasprodukdanpenetapanharga yang sesuaisebagaiupaya yang dilakukan PT. Indocement Tunggal Prakarsa Tbk. diharapkandapatmenciptakandanmeningkatkankeputusanpembelianpada Semen TigaRoda. Penelitianinibertujuanuntukmemperolehtemuanmengenai 1) bagaimanagambarankualitasprodukpada Semen TigaRoda 2) bagaimanagambaranhargapada Semen TigaRoda 3) bagaimanagambarankeputusanpembelianSemen TigaRoda 4) seberapabesarpengaruhkualitasproduk Semen TigaRodaterhadapkeputusanpembelian 5) seberapabesarpengaruhharga Semen TigaRodaterhadapkeputusanpembelian 6) seberapabesarpengaruhkualitasprodukdanharga Semen TigaRodaterhadapkeputusanpembelian. Objekpenelitianiniadalahmandorbangunanpemborongpengguna Semen TigaRoda di KecamatanSukataniKabupatenPurwakarta.Variabelbebaspadapenelitianiniadalahkualitasprodukdanhargaterhadapkeputusanpembeliansebagaivariabelterikat.Jenispenelitian yang digunakanadalahdeskriptifdanverifikatif.Metode yang digunakanadalahexplanatory surveydengantekniksimple random sampling terhadapsampelsebanyak82 responden.Teknikanalisis data yang digunakanadalahregresi linier bergandadenganalatbantusoftwarekomputer SPSS 21.0 for windows. Hasil yang diperolehpadapenelitianinimenyatakanbahwakualitasprodukdanhargamempunyaipengaruhterhadapkeputusanpembeliansebesar 75,1%. Kualitasprodukmempunyaipengaruhsebesar66,2% terhadapkeputusanpembeliandanhargamempunyaipengaruhsebesar 68,7% terhadapkeputusanpembelian. Dari hasilpenelitianterhadappengujianhipotesisdapatdiketahuibahwakualitasprodukdanhargamemilikipengaruh yang positifdansignifikanterhadapkeputusanpembelian. Penulismerekomendasikan agar perusahaanmempertimbangkanpenerapankualitasprodukdenganpadapenetapanharga yang disesuaikansebagaiupayameningkatkankeputusanpembelian Semen TigaRoda. Economic and information development push rate higher competition in the business world both industrial goods and services, including the cement industry. This competition requires every business to manage an effective marketing strategy in developing and maintaining the existence of the market share. Application of quality products and appropriate pricing as the efforts made by PT. Indocement Tunggal Prakarsa Tbk. expected to create and enhance the purchasing decisions in Semen Tiga Roda. This study aimed to obtain findings on 1) how is the quality of the product on Semen Tiga Roda 2) how is the pricing on Semen Tiga Roda 3) how is the purchase decisions on Semen Tiga Roda 4) how much influence the quality of the products Semen Tiga Roda on purchase decisions 5 ) how much influence the pricing Semen TigaRodaon purchase decisions 6) how much influence the quality of the products and pricing Semen TigaRodaon purchase decisions. Object of this study is the construction foreman contractor Semen Tiga Roda users in District Sukatani Purwakarta. The independent variable in this study is the quality of the products and pricing on purchase decisions as the dependent variable. This type of research is descriptive and verification. The method used is an explanatory survey with simple random sampling technique to a sample of 82 respondents. The data analysis technique used is multiple linear regression with SPSS computer software tools 21.0 for windows. The results obtained in this study stated that the quality of products and pricing have influence over purchasing decisions 75.1%. Product quality has an impact of 66.2% on purchasing decisions and pricing 68.7% have influence on purchasing decisions. From the results of research on hypothesis testing can be seen that the quality of products and pricing has a positive and significant influence on purchasing decisions. The author recommends that companies consider the application of quality products with the adjusted pricing to boost the purchasing decision Semen Tiga Roda.