Pengaruh Kualitas Produk & Harga Terhadap Keputusan Pembelian Pada Konsumen Wingman Denim Bandung

Ananda Farhan Muhammad, Marheni Eka Saputri

Abstract

Abstrak
Saat ini perkembangan dunia bisnis retail di Indonesia semakin meningkat setiap tahunnya. Bisnis retail di
Indonesia berkembang dari retail tradisional ke retail modern seperti pusat perbelanjaan (shopping mall), toko
distro, hypermarket, supermarket dan sebagainya.Salah satu produk fashion dalam bisnis retail yang seringkali
digunakan untuk membuat pakaian di Kota Bandung yaitu jeans. Jeans merupakan salah satu produk pakaian yang
sangat fenomenal baik di kalangan pria maupun wanita. Evolusi jeans pun terus berkembang di Kota Bandung
hingga saat ini. Tujuan dari penelitian ini adalah untu mengetahui Pengaruh Kualitas Produk dan Harga Terhadap
Keputusan Pembelian Pada Konsumen Wingman Denim Bandung.
Penelitian ini menggunakan metode penelitian kuantitatif dengan jenis penelitian deskriptif. Data penelitian
ini diperoleh dengan menyebarkan kuesioner kepada 100 responden. Teknik sampling dalam penelitian ini adalah
non- probability sampling. Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dari
kuesioner, sedangkan data sekunder diperoleh dari data penelitian terdahulu, buku, jurnal dan internet. Teknik
analisis data yang digunakan adalah deskriptif dan regresi linier sederhana.
Hasil penelitian menunjukkan bahwa nilai kualitas layanan positf dan signifikan yang artinya kualitas layanan
mempengaruhi secara signifikan terhadap loyalitas pelanggan , apabila nilai kualitas layanan dinaikkan sebesar
0,269 maka akan menaikkan loyalitas pelanggansebesar 0,269. Hasil uji hipotesis menunjukkan nilai thitung 12,725
berada di daerah penerimaan H1. Hal ini berarti hipotesis kualitas layanan berpengaruh terhadap loyalitas
pelanggandapat diterima. Penelitian ini memperkuat teori yang dikemukakan Tjiptono (2016:59) bahwa kualitas
pelayanan adalah tingkat keunggulan yang diharapkan dan pengendalian atas tingkat keunggulan tersebut untuk
memenuhi keinginan pelanggan. Kualitas produk di Wingman Denim berdasarkan hasil tanggapan konsumen
dapat dikatakan baik walaupun masih terdapat beberapa indikator yang perlu ditingkatkan seperti keandalan,
keunikan dan gaya.
Harga produk Wingman Denim konsumen berdasarkan hasil tanggapan konsumen dapat dikatakan cukup baik.
Keputusan pembelian di Wingman Denim berdasarkan tanggapan konsumen dapat dikatakan baik walaupun
masih terdapat beberapa indikator yang perlu ditingkatkan seperti waktu dan metode pembayaran.Kualitas produk
dan harga secara parsial berpengaruh terhadap keputusan pembelian pada Wingman Denim berdasarkan hasi uji
hipotesis yang menunjukkan nilai t hitung lebih besar dari t tabel. Kualitas produk dan harga secara simultan
berpengaruh terhadap keputusan pembelian pada Wingman Denim berdasarkan hasi uji hipotesis yang
menunjukkan nilai F hitung lebih besar dari F tabel.
Kata Kunci: Kualitas Produk,Harga, Keputusan Pembelian
Abstract
At present the development of the retail business world in Indonesia is increasing every year. The retail
business in Indonesia has grown from traditional retail to modern retail such as shopping malls, distro shops,
hypermarkets, supermarkets and so on. One of the fashion products in retail business that is often used to make
clothes in the city of Bandung is jeans. Jeans is a clothing product that is phenomenal both among men and women.
The evolution of jeans continues to develop in the city of Bandung until now. The purpose of this study was to
determine the Effect of Product Quality and Price on Purchasing Decisions on Bandung Wingman Denim
Consumers.
This research uses quantitative research methods with descriptive research type. The data of this study were
obtained by distributing questionnaires to 100 respondents. The sampling technique in this study is nonprobability sampling. The data used in this study are primary data obtained from questionnaires, while secondary
data are obtained from previous research data, books, journals and the internet. The data analysis technique used
is descriptive and simple linear regression.
ISSN : 2355-9357 e-Proceeding of Management : Vol.7, No.1 April 2020 | Page 1401
The results showed that the value of positive and significant service quality which means service quality
significantly affects customer loyalty, if the value of service quality is increased by 0.269 it will increase customer
loyalty by 0.269. Hypothesis test results indicate the tcount 12.725 is in the H1 reception area. This means that
the service quality hypothesis has an effect on customer loyalty. This study reinforces the theory proposed by
Tjiptono (2016: 59) that service quality is the expected level of excellence and control over the level of excellence
to meet customer desires. The quality of products at Wingman Denim based on the results of consumer responses
can be said to be good although there are still some indicators that need to be improved such as reliability,
uniqueness and style.
Prices of consumer Wingman Denim products based on consumer responses can be quite good. Purchasing
decisions at Wingman Denim based on consumer responses can be said to be good although there are still some
indicators that need to be improved such as time and method of payment. Product quality and price partially affect
the purchasing decisions on Wingman Denim based on the results of hypothesis testing which shows the value of
t arithmetic is greater than t table. Product quality and price simultaneously influence the purchasing decisions on
Wingman Denim based on the results of the hypothesis test that shows the calculated F value is greater than the
F table.
Keywords: Product Quality, Price, Purchase Decision

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