PENGARUH KUALITAS PRODUK, KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING Studi kasus pada Susu Bebelac di Giant Hypermarket Karangayu Semarang

Abstract

This research is motivated by their business phenomenon that dairy products are increasingly offered by the dairy industry to the consumer, then the consumer will be more selective in the selection of products offered. The increasingly fierce competition of dairy products made of milk Bebelac ranked third in the category of infant formula. This study aims to determine the effect of product quality and confidence in purchasing decisions and consumer satisfaction. The population in this study are all consumers Milk Bebelac Karangayu Giant Hypermarket in Semarang during August-October 2015 as many as 570 people. The size of the sample used in this study as many as 85 people. The sampling technique used convienen sampling. Statistical analysis was conducted on the multiple linear regression and hypothesis testing.
Based on the results of data analysis can be concluded; 1) There is a significant positive effect between the quality of products on purchasing decisions, proven t (5.754)> t table (1.663) or t sig 0.000 <0.05. 2) There is a significant positive effect of trust on purchasing decisions, proven t (5.732)> t table (1.663) or sig t (0.000) <0.05. 3) There is a significant positive effect between product quality and trust together on purchasing decisions, proven F-count (69.170)> F-table (3.108) or sig F (0,000) <0.05. 4) There is a significant positive effect between product quality to customer satisfaction, proven t (5.113)> t table (1.663) or t sig 0.000 <0.05. 5) There is a significant positive effect of trust on consumer satisfaction, proven t (3.236)> t table (1.663) or sig t (0.002) <0.05. 6) There is a significant positive influence in the purchase decision of the customer satisfaction, proven t (2.394)> t table (1.663) or sig t (0.019) <0.05. 7) There is a significant positive effect between product quality, trust and purchasing decisions jointly on customer satisfaction, proven value of the F-count (60.851)> F-table (2,717) or sig F (0,000) <0.05 , Keywords: Product Quality, Trust, Purchasing Decision, Customer Satisfaction