PERSEPSI KUALITAS DENGAN KEPUTUSAN PEMBELIAN PADA KONSUMEN PRODUK JAMU “X” DI DUSUN NOLOGATEN

NURUL ISTIQOMAH , NIM. 08710028 (2012) PERSEPSI KUALITAS DENGAN KEPUTUSAN PEMBELIAN PADA KONSUMEN PRODUK JAMU “X” DI DUSUN NOLOGATEN. Skripsi thesis, PERPUSTAKAAN UIN SUNAN KALIJAGA.

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Abstract

The aim of this research is to find out the correlation between perceived quality and purchasing decisions on consumers product jamu “X” in Nologaten. The sample of the research included 110 people in Nologaten, Catur Tunggal, Depok Sleman, Yogyakarta. The data were collected by using purchasing decisions and perceived quality scales and product moment is used as a stastical analysis technique. The analysis results showed that there was positive correlation between consumer purchasing decisions and perceived quality. It means consumers often judge the quality of a product on the basis of variety of informational cues that associate with the product. Perceived quality has direct impact on consumer purchase decision. The result of the data analysis acquired the values of (rxy) = 0,654 and p= 0,000 (p< 0,01). Therefore, hypothesis was accepted. Then, R square (r2)=0,427 that means the effective contribution of perceived quality to purchasing decisions was 42,7% and as well as on the contrary. So that while as many 57,3% contributions by another factors.

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