ANALISIS PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DALAM PERSPEKTIF EKONOMI ISLAM

Abstract

Consumer decision making is an integration process that combines knowledge to evaluate two or more alternative behaviors and choose one of the results of this integration process is a choice that is presented cognitively as a behavioral desire. It does not mean that the decision-making process must appear at all times when such behavior is expressed. According to Kotler and Keller, the purchase decision consists of five stages, namely: Introduction to Needs, Information Search, Alternative Evaluation, Purchasing Decisions, Post-Purchase Behavior The formulation of the problem in this study is Whether Business Location, Selling Price Determination and Product Quality affect Consumer Purchasing Decisions in Waleu Kaos Lampung In an Islamic Economic Perspective. The purpose of this study is to determine the Influence of Business Location, Selling Price Determination and Product Quality on Consumer Purchasing Decisions in Waleu Kaos Lampung in an Islamic Economic Perspective.This research is included in field research (Field Research), using quantitative approach methods. Based on the results of the study, the Fhitung value of 4,427 > Ftabel was 2.71 so that it can be concluded that Ho was rejected and Ha was accepted which means that there is an influence between Business Location, Pricing and Product Quality on Consumer purchasing decisions. Furthermore, the effect is partially known that the Business Location Variable and Selling Price Determination have no significant effect and the Product Quality Variable with a calculated value of 3.610 with a significance of 0.001.