TA DIGITAL
Analisis Pengaruh Kualitas Produk Tiang Beton terhadap Keputusan Pembelian pada PT Wijaya Karya Beton (Studi Kasus di Wilayah Jawa Tengah)
Wijaya Karya Beton is one of the branches of PT Wijaya Karya company that has been established since march 11, 1997. It is as an expansion of PT Wijaya Karya in precast concrete industrial field. It was unstable in selling of the product. It could be seen that on January until December 2012, the sales volume was unstable and decreased. Based on observation, there were many factors that influence the purchase decision, and one of the factors was the product quality. The purpose of this research are, first to know if there is an influence between the product of quality and the purchasing decision of prestressed spun concrete pole from the dimension of performance, feature, conformance, durability and perceived quality. Second, to know the influence between product quality and purchasing decision of prestressed spun concrete poles and from five dimension (performance, feature, conformance, durability and perceived quality) which one is the most dominant dimension had influence of product quality toward the purchasing decision. The survey was divided into two stages, the first stage was interviewing the sales engineering, the second stage was conducted by questioning 50 customers in Central Java district. The result of the research showed that by the level of significant 5% value of calculation analysis by double regression to performance was 0.206, feature was 0.129, conformance was 0.187, durability was 0.169 and perceived quality was 0.312. It was concluded that there was an influence between variable of product quality (performance, feature, conformance, durability and perceived quality) toward the purchasing decision of prestressed spun concrete pole. Based on the research from five variables of product quality dimension, dimension of perceived quality had the biggest influence toward the purchasing decision. It was suggested that the product quality of prestressed spun concrete pole should be increased, mainly for the dimension of perceived quality such as promotion, convenience of purchase, availability, service excellent, brand equity and positive image of the company. Besides, the other variables product quality should be maintained, because they also have important roles in purchasing decision process.
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