Siti Sulaeha Pengarang

Analisis Pengaruh Kualitas Produk, Harga, Promosi Dan Saluran Distribusi Terhadap Keputusan Pembelian Sosis Ayam Merek “X” (Studi Kasus Pada Siswa Sekolah Dasar di Kecamatan Patrang, Jember) Siti Sulaeha Program Studi Manajemen Bisnis Unggas Jurusan Peternakan ABSTRAK Pertumbuhan yang pesat dalam industri olahan hasil peternakan menyebabkan perusahaan–perusahaan industri membuat makanan cepat saji salah satunya adalah sosis. Sosis ayam merek “X” merupakan sosis ayam yang mengambil segmentasi konsumen semua kalangan masyarakat. Tujuan penelitian ini untuk mengetahui faktor–faktor yang berpengaruh terhadap keputusan pembelian sosis ayam siap makan “X” di Kecamatan Patrang, Jember dan mengetahui pengaruh kualitas produk, harga, promosi, dan saluran distribusi terhadap keputusan pembelian sosis ayam siap makan “X” di Kecamatan Patrang, Jember. Penelitian ini menggunakan metode sampling jenuh dengan jumlah sampel sebanyak 50 responden. Metode analisis yang digunakan adalah regresi linier berganda. Hasil penelitian mendapatkan persamaan regresi Y= 0.387 + 0.297X1 + 0.039X2 + 0.017X3 + 0.288X4 + e. Hasil penelitian menunjukkan bahwa variabel kualitas produk mempunyai pengaruh paling besar terhadap keputusan pembelian sebesar 0.297, variabel saluran distribusi sebesar 0.288, kemudian diikuti oleh variabel harga sebesar 0.039. Sedangkan variabel promosi mempunyai pengaruh paling rendah dibandingkan variabel lain sebesar 0.017. Hasil penelitian tersebut menunjukkan bahwa variabel kualitas produk dan variabel saluran distribusi berpengaruh signifikan terhadap keputusan pembelian. Sedangkan variabel harga dan variabel promosi tidak berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci : Kualitas Produk, Harga, Promosi, Saluran Distribusi dan Keputusan Pembelian. lysis Of The Influence Of Product Quality, Price, Promotion And Distribution Channels for Purchasing Decision A Chicken Sausage Brand “X” (A Case Study On Elementary School Students In Patrang District, Jember) Siti Sulaeha Poultry Business Management Study Program Department of Animal Husbandry ABSTRACT Fast growth in industry of livestocks processed caused the companies made fast food one of them is sausage.Chicken sausage brand “X” is a sausage take consumer segmentation of all people. The purpose of this research to knowed the factors effect on purchased decisions of chicken sausages ready meals "X" in the Patrang subdistrict of Jember, and to knowed the quality product, price, promotion, and distribution channels against purchased decisions of chicken sausages ready meals "X" in subdistrict Patrang, Jember. This research used a saturation sampling method with 50 respondents. Analysis method in this research used multiple linear regression with formulation Y= 0.387 + 0.297X1 + 0.039X2 + 0.017X3 + 0.288X4 + e. The result showed the product quality variable have 0.297 to purchased decisions. The distribution channel variables have 0.288 and to price variable have 0.039. The promotion variables have lowest effect compared to other variable have 0.017. The results showed the variable quality of products and distribution have significant to purchased decisions, while variable price and promotion variable have not significant against purchased decisions. Keywords: product quality, price, promotion, distribution channels and purchased decisions