Analisis Kualitas Produk dalam Keputusan Pembelian Batik pada UKM An Nisa di Kota Jambi

Pupu Sopini

Abstract


The research aims to analyse and describe the quality of batik products based on the assumptions and opinions of batik consumers in their purchasing decisions. The type of research used is a qualitative descriptive approach. The population of this research is the number of consumers of Batik An Nisa who use Batik products in 2018. While the sample withdrawal using Slovin formula with 10% precision, the sample obtained as many as 57 people with the technique of random sampling. Method of collecting data using questionnaires. The results showed that from the 7 indicators in variable product quality, the product conformity indicator is on the sub-indicator of the material used good quality shows the score of 198 which is the highest score compared to 6 indicators Other. This is very related to the target market of  Batik An Nisa, where the average purchase of the product is a civil servant (PNS) with an income range of 2–3 million rupiah per month. While the lowest score of 156 is obtained on the product feature indicators a diverse pattern of motive sub can affect the quality of the product, with the results quite agreed. This gives the meaning that more motifs are certainly more and more choices of consumers to buy batik in An Nisa UKM, so that the batik become valuable for consumers.


Keywords


product quality, purchase decision.

Full Text:

PDF

References


Fahmi, Irham, 2016. Perilaku Konsumen Teori dan Aplikasi, Bandung, Alfabeta.

Irawan, Deni, 2013. Analisa Pengaruh Kualitas Produk Terhadap Loyalitas Pada Pelanggan Restoran Por Kee Surabaya. Jurnal Strategi Pemasaran, Vol.1 No.2 Tahun 2013.

Kotler, Philip dan Keller, 2012. Marketing Management, New Jersey, Prentice Hall.

Saidani, Arifin, 2012. Pengaruh Kualitas Produk dan Kualitas Layanan terhadap Kepuasan Konsumen dan Minat Beli Pada Ranch Market. Jurnal Riset Manajemen Sains Indonesia, Vol 3 No 1 Tahun 2012.

Solomon, Michael, 2011. Consumer Behavior : Buying, Having and Being, New Jersey.USA : Pearson Pretience Hall.

Sugiyono, 2005. Metode Penelitian Kualitatif, Bandung, Alfabeta.

Sumarauw, Jacky, 2015. Analisis Kualitas produk, merek dan harga terhadap keputusan pembelian sepeda motor Suzuki Pada PT. Sinar Galesong Pratama Manado, Jurnal EMBA Vol.3 No.3 Sept 2015. Universitas Sam Ratulangi Manado.

Swasta, Basu dan Irawan, 2003. Manajemen Pemasaran Modern. Yogyakarta, Liberty Offset.

Tjiptono, Fandy, 2005. Prinsip-Prinsip Total Quality Service (TQS), Yogyakarta, Andi Offset




DOI: http://dx.doi.org/10.33087/jmas.v4i2.126

Refbacks

  • There are currently no refbacks.


J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University
Adress: Fakultas Ekonomi, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: jmas.unbari@gmail.com


Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.