TA DIGITAL
Analisis Hubungan Kualitas Produk Terhadap Keputusan Pembelian Pada Harian Umum Solopos (Studi Kasus Di Wilayah Kota Surakarta )
Daily solopos is a newspaper in Surakarta District. In 2009, it was unstable in selling of the product. It could be seen that on August until December, the sales volume was unstable and decreased. Based on observation, there were many factors influencing the purchasing decision, and one of the factors was the product quality.
The purposes of this research are to know whether there is a correlation between product quality and the purchasing decision of Daily Solopos from the dimension of performance, feature, reliability, conformance, durability, serviceability, aesthetic, and perceived quality, to know the tighten correlation between product quality and purchasing decision of Daily Solopos, and to know the most dominant dimension of product quality toward the purchasing decision of Daily Solopos.
The survey was divided into two stages, the first stage was interviewing the circulation manager, second stage was conducted by questioning 100 customers in Surakarta district
The result of the research shows that with degree of freedom 12, the level of significant 5% value of calculated analysis by chi square to performance was 24.075, features was 23.423, reliability was 43.698, conformance was 37.689, durability was 29.226, serviceability was 31.211, aesthetics was 45.253 and perceived quality was 39.945. Besides that the analysis also shows that value of coefficient contingency to performance was 0.440, feature was 0.436, reliability was 0.551, conformance was 0.523, durability was 0.476 serviceability was 0.488, aesthetics was 0.588 and perceived quality was 0.534.
It was concluded that there was a correlation between variable of product quality (performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality) towards the purchasing decision of daily solopos. Based on the research from 8 variable of product quality dimension, dimension of aesthetics had the biggest correlation toward the purchasing decision.
It was suggested that the product quality of solopos should be increased, mainly for the dimension of aesthetics such us design, print quality, and layout performance should be more interesting, besides the other variables product quality should be maintained, because they also have an important roles in purchasing decision process.
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