GUSRIFA, DINTIA AYU (2026) PENGARUH DIFERENSIASI PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UMKM DI JALAN RIMBA DHARMA KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.
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Abstract
This study aims to analyze the influence of product differentiation and service quality on consumers’ purchasing decisions at MSMEs on Rimba Dharma Street, Madiun City. This research uses a quantitative approach with an associative causal research type. The population in this study is all consumers of MSMEs on Rimba Dharma Street, Madiun City, with a sample of 104 respondents selected using purposive sampling technique. Data collection was carried out by distributing questionnaires using a Likert scale. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²) test with the assistance of IBM SPSS version 25. The results showed that product differentiation has a positive and significant effect on consumers’ purchasing decisions, with a significance value of 0.001 (<0.05). Service quality also has a positive and significant effect on consumers’ purchasing decisions, with a significance value of 0.000 (<0.05). Simultaneously, product differentiation and service quality have a positive and significant effect on consumers’ purchasing decisions, as evidenced by an F-count value of 21.415 and a significance value of 0.000 (<0.05). The results of the multiple linear regression analysis yielded the equation Y = 7.297 + 0.165X₁ + 0.432X₂, indicating that both independent variables have a positive influence on purchasing decisions, with service quality having a more dominant influence compared to product differentiation. The Adjusted R Square value of 0.284 shows that 28.4% of the variation in purchasing decisions can be explained by product differentiation and service quality, while the remaining 71.6% is influenced by other factors outside the research model. Thus, continuous improvement of product differentiation and service quality can be an effective strategy to increase consumers’ purchasing decisions at
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | product differentiation., service quality., purchasing decisions., MSMEs. diferensiasi produk, kualitas pelayanan, keputusan pembelian, UMKM |
| Subjects: | A Social Sciences > HB Economic Theory L Education > L Education (General) Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi |
| Depositing User: | GUSRIFA AYU DINTIA |
| Date Deposited: | 18 Aug 2026 05:39 |
| Last Modified: | 18 Aug 2026 05:39 |
| URI: | http://eprint.unipma.ac.id/id/eprint/8308 |
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