ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, kualitas pelayanan, harga, promosi, dan online customer review terhadap keputusan pembelian pada UMKM GRS Madani Kecamatan Tonjong. Latar belakang penelitian ini adalah adanya penurunan penjualan UMKM GRS Madani dalam tiga tahun terakhir. Penelitian ini menggunakan pendekatan kuantitatif dengan metode nonprobability sampling, melibatkan 270 responden yang pernah membeli produk UMKM GRS Madani. Pengumpulan data dilakukan melalui penyebaran kuesioner, sedangkan analisis data menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM) dengan bantuan program SmartPLS. Hasil penelitian menunjukkan: 1) kualitas produk berpengaruh positif terhadap keputusan pembelian, 2) kualitas pelayanan tidak berpengaruh terhadap keputusan pembelian,
3)  harga  berpengaruh  positif  terhadap  keputusan  pembelian, 4)  promosi tidak berpengaruh terhadap keputusan pembelian, 5) online customer review tidak berpengaruh terhadap keputusan pembelian.

Kata  Kunci:  Kualitas  Produk,  Kualitas  Pelayanan,  Harga,  Promosi,  Online
Customer Review, Keputusan Pembelian

ABSTRACT

This study aims to analyze the influence of product quality, service quality, price, promotion, and online customer reviews on purchasing decisions at GRS Madani MSMEs in Tonjong District. The background of this research is the decline in sales of GRS Madani MSMEs over the past three years. This research employs a quantitative approach with a non-probability sampling method, involving 270 respondents who have purchased GRS Madani MSME products. Data were collected through questionnaires and analyzed using Partial Least Square– Structural Equation Modeling (PLS-SEM) with the SmartPLS program. The research results indicate: 1) product quality has a positive effect on purchasing decisions, 2) service quality does not have an effect on purchasing decisions, 3) price has a positive effect on purchasing decisions, 4) promotion does not have an effect on purchasing decisions, 5) online customer review do not have an effect on purchasing decisions.

Keywords: Product Quality, Service Quality, Price, Promotion, Online Customer
Review, Purchasing Decision