KINERJA PRODUK : TINJAUAN PERILAKU KONSUMEN DAN KEPUTUSAN PEMBELIAN

M Asari, Siti Mahmudah

Abstract


Penelitian ini memiliki tujuan 1) Untuk mendeskripsikan kualitas produk dan strategi harga, perilaku konsumen, dan keputusan pembelian; serta  2) untuk mengetahui pengaruh kualitas produk dan strategi harga terhadap perilaku konsumen dan keputusan pembelian. Populasi dalam penelitian ini adalah Konsumen Produk Makanan Olahan Ikan Patin Produksi Wirausaha Perempuan di Kalimantan Selatan dengan jumlah sampel 118 orang. Penelitian ini berupa penelitian kuantitatif  yang dianalisis dengan model persamaan structural. Hasil penelitian Kualitas Produk dan Strategi Harga pengaruhnya kuat terhadap Perilaku Konsumen dan Keputusan Pembelian. 

Kata kunci: Kualitas Produk, Perilaku Konsumen, Keputusan Pembelian.

 

This study has the following objectives: 1) To describe product quality and pricing strategies, consumer behavior, and purchasing decisions; and 2) to determine the effect of product quality and pricing strategies on consumer behavior and purchasing decisions. The population in this study is the Consumer Processed Food Products Patin Fish Production of Women Entrepreneurs in South Kalimantan with a sample of 118 people. This research is in the form of quantitative research that is analyzed by structural equation modeling. The results of the Product Quality and Price Strategy research have a strong influence on Consumer Behavior and Purchasing Decisions.

Keywords: product quality, consumer behavior and purchasing decisions.


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DOI: http://dx.doi.org/10.33370/jpw.v21i3.351

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