x ABSTRAK
Hermin Rinaldy, Tahun 2021,“ Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Gula Pasir Di PT. Perkebunan Nusantara XIV Pabrik Gula Camming Kabupaten Bone”.Skripsi Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar. Yang dibimbing oleh Pembimbing I yaitu Asdi dan oleh Pembimbing II yaitu Syartini Indrayani.
Penelitian ini bertujuan untuk mengetahui Apakah terdapat pengaruh signifikan harga produk terhadap keputusan pembelian gula pasir dan mengetahui pengaruh kualitas produk terhadap keputusan pembelian gula pasir di PT. XIV Nusantara PG. Camming. Dalam Penelitian ini terdapat tiga variabel yaitu Harga (X1), Kualitas Produk (X2), dan Keputusan Pembelian (Y). Dengan menggunakan metode kuantitatif.
Hasil analisis data dan pembahasan pada penelitian yaitu Harga Berpengaruh Terhadap Keputusan Pembelian Gula Pasir, Kualitas Produk Berpengaruh Terhadap Keputusan Pembelian Gula Pasir, Variabel harga dan Kualitas Produk terhadap keputusan pembelian gula pasir di PT. XIV Nusantara PG. Camming Controlling sebesar 65%, sedangkan sisanya dipengaruhi oleh variabel lain sebesar 35%.
Kata kunci: Harga, Kualitas Produk, Keputusan Pembelian
xi ABSTRACT
Hermin Rinaldy, 2021, “The Influence of Price and Product Quality on Sugar Purchase Decisions at PT. Perkebunan Nusantara XIV Camming Sugar Factory Kabupaten Bone”. Thesis of Management Department, Faculty of Economics and Business, University of Muhammadiyah Makassar. The Advisor I was Asdi and the Advisor II was Syartini Indrayani.
This study aims to determine whether there is a significant effect of product price on sugar purchasing decisions and to determine the effect of product quality on sugar purchasing decisions at PT. XIV Nusantara PG.
Camming. In this study there are three variables, namely Price (X1), Product Quality (X2), and Purchase Decision (Y). By using quantitative methods.
The results of data analysis and discussion in this study are Price Influences on Sugar Purchase Decisions, Product Quality Influences on Sugar Purchase Decisions, Price and Product Quality Variables on Sugar Purchase Decisions at PT. XIV Nusantara PG. Camming Controlling is 65%, while the rest is influenced by other variables by 35%.
Keywords: Price, Product Quality, Purchase Decision
