Pengaruh Kualitas Produk Klappertart Terhadap Keputusan Pembelian Konsumen Pada “Klappertart Huize” Salak Boutique Hotel

Abstract

This study analyzes the effect of product quality on consumer purchasing decisions at Klappertart Huize, Salak Boutique Hotel. A quantitative approach employing descriptive and hypothesis-testing methods was used. Data were collected through a five-point Likert-scale questionnaire from 99 consumers selected using purposive sampling. The data were analyzed using validity, reliability, normality, simple linear regression, t-test, and coefficient of determination. The results showed that all measurement items were valid and reliable and that the residuals were normally distributed. The regression equation Y = 1.851 + 0.733X indicated a positive effect. An R value of 0.978 demonstrated a very strong relationship, while an R² value of 0.956 indicated that product quality explained 95.6% of the variance in purchasing decisions. The t-value of 46.024, with a significance value below 0.05, demonstrated that product quality had a positive and significant effect on purchasing decisions. Therefore, management should consistently maintain and improve product quality to meet consumer expectations and support purchasing decisions.

Keywords: product quality, purchasing decisions, klappertart