Electronic Theses and Dissertation

Sinti Hariyani (2025), Pengaruh Kualitas Produk Dan Citra Merek Terhadap
Keputusan Pembelian Produk Sari Roti Pada Mahasiswa FKIP Universitas Syiah
Kuala. [Skripsi, Universitas Syiah Kuala]. Dibawah bimbingan Dr. Alfi Syahril FJ,
S.Pd., M.Si. dan Dr. Raihani, S.Pd., M.Si.
Keputusan Pembelian merupakan proses konsumen mengenal produk atau merek
tertentu dan mengevaluasi alternatif yang dapat memecahkan masalahnya hingga
mengarah pada keputusan pembelian. Kualitas produk adalah kemampuan produk
menjalankan fungsinya, termasuk keawetan, kehandalan, kemudahan penggunaan,
perbaikan, dan sifat lainnya. Citra merek didefinisikan sebagai keyakinan, ide, dan
kesan yang dimiliki konsumen terhadap suatu merek. Penelitian ini bertujuan untuk
mengetahui 1) Pengaruh kualitas produk terhadap keputusan pembelian produk Sari
Roti pada Mahasiswa FKIP Universitas Syiah Kuala. 2) Pengaruh citra merek terhadap
keputusan pembelian produk Sari Roti pada Mahasiswa FKIP Universitas Syiah Kuala.
3) Pengaruh kualitas produk dan citra merek terhadap keputusan pembelian produk Sari
Roti pada Mahasiswa FKIP Universitas Syiah Kuala. Penelitian kuantitatif ini
menggunakan seluruh populasi mahasiswa FKIP Universitas dari angkatan 2020-
2024 yaitu 6.429 terhitung sampel 98 mahasiswa menggunakan rumus slovin,
pengumpulan data melalui kuesioner. Regresi linear berganda dan sederhana, uji t, uji
F, dan koefisien determinasi (R²). Hasil penelitian
(1) terdapat pengaruh kualitas produk terhadap keputusan pembelian dengan nilai thitung
9.064 > ttabel 1. 98525 dan nilai signifikan sebesar 0.000 < 0,05 sehingga dinyatakan
H01 ditolak dan Ha1 diterima (2) terdapat pengaruh citra merek terhadap keputusan
pembelian dengan nilai thitung 11.891 > ttabel 1. 98525 dan nilai signifikan sebesar 0.000
< 0,05 sehingga dinyatakan H02 ditolak dan Ha2 diterima (3) terdapat pengaruh kualitas
produk dan citra merek terhadap keputusan pembelian dengan nilai Fhitung 82.364 >
Ftabel 3,12 dan nilai signifikan sebesar 0.000 < 0,05 sehingga dinyatakan H03 ditolak
dan Ha3 diterima;. Pengaruh kualitas produk dan citra merek dengan determinasi 0.627,
menandakan 62,7% keputusan pembelian dipengaruhi kedua variabel ini, sisanya oleh
faktor lain. Kesimpulannya, variabel kualitas produk dan citra merek berpengaruh
signifikan terhadap keputusan pembelian produk Sari Roti.
Kata Kunci Kualitas Produk, Citra Merek, Keputusan Pembelian

Sinti Hariyani (2025), The Influence of Product Quality and Brand Image on Purchasing Decisions of Sari Roti Products among Students of the Faculty of Teacher Training and Education, Syiah Kuala University. [Thesis, Syiah Kuala University]. Under the guidance of Dr. Alfi Syahril FJ, S.Pd., M.Si. and Dr. Raihani, S.Pd., M.Si. Purchasing Decision is the process of consumers recognizing a particular product or brand and evaluating alternatives that can solve their problems leading to a purchasing decision. Product quality is the ability of a product to perform its function, including durability, reliability, ease of use, repairability, and other properties. Brand image is defined as the beliefs, ideas, and impressions that consumers have of a brand. This study aims to determine. 1) The effect of product quality on purchasing decisions for Sari Roti products among FKIP Syiah Kuala University students. 2) The effect of brand image on purchasing decisions for Sari Roti products among FKIP Syiah Kuala University students. 3) The effect of product quality and brand image on purchasing decisions for Sari Roti products among FKIP Syiah Kuala University students. This quantitative study used the entire population of FKIP University students from the 2020-2024 intake, namely 6,429, including a sample of 98 students using the Slovin formula, data collection through questionnaires. Multiple and simple linear regression, t-test, F-test, and coefficient of determination (R²). Research results. (1) there is an influence of product quality on purchasing decisions with a calculated t value of 9.064 > t table 1. 98525 and a significant value of 0.000 < 0.05 so that H01 is rejected and Ha1 is accepted. (2) there is an influence of brand image on purchasing decisions with a calculated t value of 11.891 > t table 1. 98525 and a significant value of 0.000 < 0.05 so that H02 is rejected and Ha2 is accepted. (3) there is an influence of product quality and brand image on purchasing decisions with a calculated F value of 82.364 > F table 3.12 and a significant value of 0.000 < 0.05 so that H03 is rejected and Ha3 is accepted;. The influence of product quality and brand image with a determination of 0.627, indicates that 62.7% of purchasing decisions are influenced by these two variables, the rest by other factors. In conclusion, the product quality and brand image variables have a significant influence on the purchasing decision of Sari Roti products. Keywords. Product Quality, Brand Image, Purchasing Decision