Analisis Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Sari Roti di Kota Semarang

Abstract

Bread is one of the sources of carbohydrates beside rice. Currently, the function of bread is not only eaten for breakfast but also for lunch and dinner because bread is simple food to eat for consumers with multitask activity. One of bread product brand is Sari Roti which has variety of bread such as white bread, sweet bread, sandwich, and dorayaki produced by PT. Nippon Indosari,Tbk In the last three years, the sales product of Sari Roti continue to increase, eventhough it has not reached the company’s sales target. This matter is caused by the lack of satification and loyality from the consumer of product Sati Roti. Higher competition require the company to set a strategy to keep innovating and improving the product quality that they produce. The type of this study is an explanatory research, with population of 100 respondents that buy and consume product of Sari Roti. The sampling used in this study is a non-probability sampling, and the sampling technique is purposive sampling. The data is collected with a questionnaire. Data analysis method used in this study are correlation, simple regression, multiple regression, and classic assumption test all using SPSS. This study concludes that the price as well as quality of a product effect on the consumer’s purchasing decision, both partial and simultants. Product quality variable has a higher effect than price variable. Based on those results, we suggest PT. Nippon Indosari, Tbk to improve the Sari Roti product quality level allign with the consumers demand than eventually increasing the purchasing decision of the Sari Roti product from their company.