PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN (KAJIAN PADA PENGUNJUNG HOTEL OASIS BANDA)

Abstract

Abstract : This study aims to determine the effect of product quality on purchasing decisions and customer satisfaction. The sample used in this research is hotel consumer or hotel visitor of OASIS Banda Aceh. This research method used questionnaire as research instrument. The questionnaires were successfully analyzed as many as 126 responden. Non Probability sampling is used as sampling technique with purposive sampling method. Multiple linear regression is used as a method of analysis to determine the effect of the variables involved. The result of the research shows that product quality has influence to price transparency and product quality does not have an effect on purchasing decision and consumer satisfaction and price perception at OASIS Banda Aceh hotel, research result proves that price transparency influence to price perception at hotel OASIS Banda Aceh, shows that price perceptions affect purchasing decisions at OASIS Banda Aceh hotels, the results show that price perceptions have no effect on customer satisfaction, and the results prove that purchasing decisions give effect to customer satisfaction at OASIS Banda Aceh hotels. Keywords: Product Quality, Purchase Decision, Price Transparency, Price Perception, Consumer Satisfactio