PENGARUH KUALITAS PRODUK, REPUTASI MEREK DAN PERUSAHAAN TERHADAP KEPUTUSANPEMBELIAN GULA KEMASAN MEREK GUNUNG MADU DI LAMPUNG

ERWIEN NOVIANTO, 1321011013 (2015) PENGARUH KUALITAS PRODUK, REPUTASI MEREK DAN PERUSAHAAN TERHADAP KEPUTUSANPEMBELIAN GULA KEMASAN MEREK GUNUNG MADU DI LAMPUNG. Masters thesis, Universitas Lampung.

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Abstrak

ABSTRAK Penelitian ini di latar belakangi oleh penurunan volume penjualan produk Gula kemasan merek Gunung Madu yang di produksioleh PT. Gunung Madu Plantations (GMP) untuk wilyah Lampung. dalam penjualannya di tahun 2013 sampai 2014 selalu mengalami penurunan angka penjualannya. Hal ini berdampak langsung pada pendapatan perusahaan yang menurun seiring dengan menurunnya volume penjual produk Gula kemasan tersebut. Apabila penurunan volume penjualan produkini terus berlangsung maka di khawatirkan akan membuat kinerja perusahaan menurun dan bisa berakibat pada diberhentikannya oprsional perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh dari 3 dimensi Kualitas Produk, Reputasi merekdan Perusahaan terhadap Keputusan pembelian pada produk Gula kemasan merek Gunung Madu di Lampung. Dalam penelitian ini data di kumpulkan dengan metode kuistioner terhadap 100 orang responden distributor gula Gunung madu, yang bertujuan untuk mengetahui tanggapan responden terhadap masing-masing variable. Analisis yang digunakan meliputi uji validitas, uji reliabilitas, analisis regresi linier berganda, uji goodness of fit ( uji F, uji t, koefisien determinasi ). Dari hasil analisis menggunakan regresi dapat diketahui bahwa variable Kualitas Produk, Reputasi Merek, dan Perusahaan semuanya berpengaruh positif dansignifikan terhadap keputusanpembelian pada produk gula kemasan merek Gunungmadu. Dengan pengaruh sebesar 71,1% sedangkan 28,9% dipengaruhi oleh variable lain. Rata-rata responden berpendapat bahwa kualitas produk (X1) gula merek Gunung Madubaik rata-rata sebesar 44,75%, rata-rata responden berpendapat bahwa reputasi merek (X2) gula merek Gunung Madu rata-rata sebesar 44,5% baik ,pendapat responden distributor gula merek Gunung Madu Reputasi perusahaan (X3) Gunung Madu selaku produsen gula sangat baik dengan rata-rata hasil responden 38%, berdasarkan pendapat para distributor/konsumen Gula Gunung Madu tentang indicator-indikator keputusan pembelian pembelian Gula merekGunung madu skor yang diberikan oleh konsumen 4 ( baik), artinya pembelian yang dilakukan sudah tepat sebesar rata-rata 43,3 % Kata Kunci : KualitasProduk, Reputasi Merek, Perusahaan, Keputusanpembelian ABSTRACT The background of this research was the reducing selling volume of Gunung Madu brand sugar produced by PT. Gunung Madu Plantations (GMP) in Lampung region from 2013 to 2014. This reducing sugar selling volume influenced directly income of this company. When this continued to occur, it might decrease company performance and the company might stop the operation. The objective of this research was to find out influences of 3 dimensions of Quality, Brand and Company Reputations to purchasing decision of Gunung Madu brand sugar in Lampung. Data were collected with questionnaires from 100 respondents of Gunung Madu sugar distributors. The objectives of the questionnaires were to find out respondents’ responses to each variables. Data were analyzed using validity and reliability tests, doubled regression analysis, goodness of fit tests (F test, t-test, coefficient determination test). The results showed that variables of product, brand and company reputations influenced positively and significantly (71.1%) to purchasing decision of Gunung Madu sugar brand, while 28.9% of purchasing decision was influenced by other variables. Averagely respondents’ good opinions for product quality (X1) were 44.7%, brand reputation (X2) were 44.5%, and company reputation (X3) were 38%. Based on opinions of distributors/customers to Gunung Madu sugar brand according to indicators of purchasing decision, they averagely gave score 4 (good), and it indicated that averagely 43.3% of product purchasing decision were proper. Keywords: product quality, brand reputation, company, purchasing decision

Tipe Karya Ilmiah: Tesis (Masters)
Subyek: H Ilmu Sosial = Social Sciences > HB Economic Theory
H Ilmu Sosial = Social Sciences > HC Economic History and Conditions
Program Studi: Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Depositing User: 610390 . Digilib
Date Deposited: 23 Jun 2015 02:54
Last Modified: 23 Jun 2015 02:54
URI: http://digilib.unila.ac.id/id/eprint/10333

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