Pengaruh Negara Asal, Kualitas Produk, dan Kualitas Pelayanan terhadap Keputusan Pembelian Produk Fine Foods oleh Customer PT Classic Fine Foods
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh negara asal, kualitas produk dan kualitas pelayanan terhadap keputusan pembelian produk Fine Foods oleh pelanggan PT. Classic Fine Foods. Penelitian ini didorong oleh keterbatasan studi sebelumnya yang kurang menyoroti faktor-faktor yang memengaruhi keputusan pembelian di sektor B2B, khususnya dalam konteks produk premium seperti Fine Foods. Metode penelitian yang digunakan melibatkan pengumpulan data dari 150 responden yang merupakan pelanggan PT. Classic Fine Foods melalui kuesioner online. Hasil analisis menggunakan metode PLS-SEM menunjukkan bahwa negara asal, kualitas produk dan kualitas pelayanan mempunyai pengaruh yang positif terhadap keputusan pembelian.
This study aims to examine the influence of country of origin, product quality, and service quality on the purchasing decisions of fine foods by customers of PT. Classic Fine Foods. The research is motivated by the limitations of previous studies that have not adequately addressed factors influencing purchasing decisions in the B2B sector, particularly in the context of premium products like fine foods. The research method employed involves data collection from 150 respondents, who are customers of PT. Classic Fine Foods, through an online questionnaire. The analysis results, using the PLS-SEM method, indicate that country of origin, product quality, and service quality positively influence purchasing decisions.
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