PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN BATIK (Studi Pada Omah Batik Ngesti Pandowo, Semarang)

Abstract

Creative industry especially in fashion sector have a high potential to boost Indonesian economy. One of the business sector of fashion industry in Indonesia is batik craft business. Omah Batik Ngesti Pandowo is one of a micro, small, and medium enterprise in Semarang that working on batik craft. In the past 5 years, the product sales of Omah Batik Ngesti Pandowo has been increasing. However, Omah Batik Ngesti Pandowo has not reach the target of sales in each year. This research aims to know the influence of Product Quality, Service Quality, and Brand Image towards Buying Decision of Omah Batik Ngesti Pandowo products The type of research is explanatory research. The sample used is 100 respondents. The sampling techniques are accidental and purposive sampling. The respondents are the consumers who already bought batik products at Omah Batik Ngesti Pandowo. Analysis method used in this research are validity and reliability test, correlation coefficient, coefficient of determination, simple linear regression, multiple linear regression, and test of significance (t-test and F) proceed by SPSS. Based on the research is known that the variable of Product Quality influencing Buying Decision for 57,7%. The variable of Service Quality influencing the Buying Decision for 56,4%. The variable of Brand Image influencing the Buying Decision for 40,8%. While Product Quality, Service Quality, and Brand Image are giving contribution for 65,2% simultaneously. This is means that the better product quality, service quality, and brand image are, the higher buying decision is of batik craft product in Omah Batik Ngesti Pandowo. Based on that research, the researcher suggests that Omah Batik Ngesti Pandowo can continue to innovate more in producing product with motives and models that are in trend, implementing standard of appearance for the employees, providing better parking area and creating product with distinctive characteristic to increase consumers’ buying decision