PENGARUH KUALITAS PRODUK DAN PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN MINUMAN VARIAN SUSU DI KEDAI LAB MILK CANDI SIDOARJO

The Effect of Product Quality and Service on Purchase Decisions for Milk Variants of Drink at Lab Milk Candi Sidoarjo

Authors

  • Tri Lestari Dewi Nirwanawati Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Ida Syamsu Roidah Universitas Pembangunan Nasional Veteran Jawa Timur
  • Dita Atasa Universitas Pembangunan Nasional Veteran Jawa Timur

DOI:

https://doi.org/10.30742/jisa25220254665

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Keputusan Pembelian minuman varian susu di Kedai Lab Milk Candi Sidoarjo. Dalam Penelitian ini menggunakan metpde pengambilan sampel non-probability sampling dengan pendekatan  accidental sampling, dimana sampel yang dipilih secara sengaja dengan menyebarkan kuesioner kepada responden sebanyak 56 responden. Data yang digunakan di penelitian ini data primer dan data sekunder. Penelitian ini menggunakan metode Analisa data SEM-PLS dengan menggunakan software Smart PLS. Teknik analisa data yang digunakan adalah Analisa uji validitas, uji reliabilitas dan uji regresi linier berganda. Hasil penelitian ini menunjukkan bahwa Kualitas Produk dan Kualitas Pelayanan memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian.

Kata kunci:  Kualitas Produk, Kualitas Pelayanan, Keputusan Pembelian, Susu.

This study aims to analyze the effect of Product Quality and Service Quality on Purchase Decisions for milk variant drinks at Kedai Lab Milk Candi Sidoarjo. This study uses a non-probability sampling method with an accidental sampling approach, where the sample is selected intentionally by distributing questionnaires to 56 respondents. The data used in this study are primary data and secondary data. This study uses the SEM-PLS data analysis method using Smart PLS software. The data analysis techniques used are validity test analysis, reliability test and multiple linear regression test. The results of this study indicate that Product Quality and Service Quality have a positive and significant influence on Purchase Decisions.

Keywords: Milk, Product Quality, Service Quality, Purchase Decision.

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Published

2025-12-31

Issue

Vol. 25 No. 2 (2025): Jurnal Ilmiah Sosio Agribis Vol 25 No 2

Section

Articles

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Copyright (c) 2025 Tri Lestari Dewi Nirwanawati

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