Product Quality Innovation and Service Quality in Relationship with Consumer Purchasing Decisions for Coconut Shell Charcoal at UMKM Mitra Jaya Bandung Regency, West Java

Abstract

Purpose, this study aims to describe product quality innovation, service quality and purchasing decisions and analyze how much influence product quality and service quality have on purchasing decisions for coconut shell charcoal at Mitra Jaya MSMEs. The object of research is MSME consumers Mitra Jaya with descriptive and verification research methods. Methods, Sampling using random sampling technique. The research data collection instrument or tool used is a questionnaire in the form of a Likert scale and has also gone through validity and reliability tests. The data analysis model uses multiple linear regression, coefficient of determination, partial t test, simultaneous F test which uses a significance level of α = 5%, with the help of SPSS version 25 data processing tools.

Result and Finding,   of descriptive analysis show that product quality is in a fairly good category, service quality is in a fairly good category, and consumer purchasing decisions are also in a fairly good category. The results of the verification analysis through hypothesis testing show that product quality and service quality simultaneously have a significant effect on consumer purchasing decisions, while the resulting coefficient of determination is 0.536.