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PENGARUH PRODUK,HARGA,DAN DISTRIBUSI TERHADAP KEPUTUSAN PEDAGANG ECERAN MEMBELI KERIPIK USUS AYAM PADA PERUSAHAAN BINTANG BERSINAR DI SAMARINDA

Hamdani ( danifirmansyah40@yahoo.co.id)

Fakultas Ekonomi Universitas Mulawarman Hj.Rusmilawati Fakultas Ekonomi Universitas Mulawarman J. Kuleh Fakultas Ekonomi Universitas Mulawarman
Abstrak Hamdani, Pengaruh faktor produk,harga,dan distribusi terhadap keputusan pedagang eceran membeli keripik usus ayam pada perusahaan Bintang Bersinar di Samarinda, dibawah bimbingan Prof.DR.Hj.Rusmilawati,IM.,M.Si selaku pembimbing I dan Dr.J.Kuleh, S.E,. M.Si selaku pembimbing II. Sampel penelitian adalah para pelanggan (pedagang eceran) diperusahaan Bintang Bersinar sebanyak 70 orang. Tujuan penelitian ini adalah untuk mencari tahu apakah faktor produk,harga dan distribusi mempunyai pengaruh yang signifikan terhadap keputusan pembelian pedagang eceran dan untuk mengetahui faktor manakah yang berpengaruh dominan terhadap keputusan pedagang eceran membeli produk keripik usus pada perusahaan Bintang Bersinar di Samarinda. Adapun alat analisis yang digunakan adalah regresi berganda. Berdasarkan uji F diketahui bahwa nilai Fhitung 90,582 > Ftabel 2,744 hal ini menunjukkan bahwa faktor produk (X1), harga (X2) dan distribusi (X3) berpengaruh signifikan terhadap keputusan pedagang eceran membeli keripik usus ayam pada perusahaan Bintang bersinar sehingga hipotesis diterima. Dari ketiga faktor tersebut, maka diketahui faktor produk (X1) berpengaruh dominan dibandingkan dengan faktor harga (X2) dan distribusi (X3). Hal ini dapat dilihat dari nilai thitung , dimana nilai thitung untuk faktor produk adalah 5,893 lebih besar daripada nilai thitung untuk faktor harga (X2) dan distribusi (X3) berturut-turut adalah 3,719 dan 3,459. Kata kunci: Faktor Produk, Harga ,dan distribusi

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Abstract Hamdani, influence factor product, pricing, and distribution to the retail trader's decision to buy chips chicken intestine on its Bintang Bersinar in Samarinda, under the guidance of Mrs. Hj.Rusmilawati as supervisor I and Mr. J.Kuleh as supervisor II. The research sample is the customers (retailers) in the company of Bintang Bersinar by 70 people. The purpose of this study was to find out whether the factor of the product, price and distribution have a significant impact on purchasing decisions and retailers to determine which factors were dominant influence a retailer's decision to buy the product on the company's chips intestinal Bintang Bersinar in Samarinda. The analysis tool used is multiple regression. Based on the F test is known that the value of 90.582 F count> F table 2.744 indicating that the product factor (X1), price (X2) and distribution (X3) significantly influence the retailer's decision to buy chips chicken intestine Bintang Bersinar in the company so that the hypothesis is accepted. Of these three factors, the unknown factor of the product (X1) dominant effect compared to the price factor (X2) and distribution (X3). It can be seen from tcount, which tcount to factor the product is greater than 5,893 tcount for the price factor (X2) and distribution (X3) are respectively 3,719 and 3,459. KEYWORDS: product factor (X1), price (X2) and distribution

1.Pendahuluan A.Latar Belakang Perusahaan Bintang Bersinar merupakan perusahaan yang bergerak dibidang produksi keripik usus ayam dengan merek bintang bersinar di Samarinda. Untuk meningkatkan mutu dan kualitas, dan volume penjualan, perusahan harus memperhatikan hal-hal yang berhubungan dengan usahanya, yang harus diperhatikan adalah seberapa besar usaha perusahaan dalam memproduksi keripik usus ayam merek Bintang Bersinar dan menyalurkan produk hasil produksi kepada pedagang pengecer. Banyak cara yang bisa dilakukan untuk meningkatkan penjualan yaitu dengan cara pemberian potongan harga, pemberian kredit dengan cara memaksimalkan bauran pemasaran. Hal yang harus diperhatikan tentang fungsi bauran pemasaran adalah produk, harga, promosi, dan distribusi. Dari empat unsur tersebut mempunyai tujuan yang sama yaitu meningkatkan volume penjualan dengan cara mempengaruhi keputusan konsumen untuk membeli produk yang telah di hasilkan perusahaan. B.Perumusan Masalah Berdasarkan uraian yang telah dijelaskan pada latar belakang sebelumnya, yang menjadi masalah adalah sebagai berikut : 1. Apakah faktor produk, harga, dan distribusi berpengaruh signifikan terhadap keputusan pedagang eceran membeli keripik usus ayam pada perusahaan Bintang Bersinar . 2. Faktor manakah yang dominan terhadap keputusan pedagang eceran untuk membeli produk keripik usus ayam pada perusahaan Bintang Bersinar. C.Tujuan Penelitian Tujuan yang ingin dicapai dalam penelitian ini adalah :

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1. Untuk mengetahui pengaruh faktor produk, harga, dan distribusi berpengaruh signifikan terhadap keputusan pedagang eceran dalam membeli keripik usus ayam pada perusahaan Bintang Bersinar. 2. Untuk mengetahui faktor yang memiliki pengaruh dominan terhadap keputusan pedagang eceran dalam membeli produk keripik usus ayam pada perusahaan Bintang Bersinar. Kegunaan yang ingin dicapai dalam penelitian ini adalah: 1. Sebagai bahan masukan bagi perusahaan terutama yang berhubungan dengan faktor – faktor yang mempengaruhi keputusan pedagang eceran dalam membeli keripik usus ayam pada perusahaan Bintang Bersinar. 2. Sebagai bahan evaluasi bagi perusahaan dalam memahami keputusan pedagang eceran dalam membeli keripik usus ayam pada perusahaan Bintang Bersinar. II.Tinjauan Teoritis A. Tinjauan Penelitian Terdahulu Pengaruh Kualitas Produk terhadap Keputusan Pembelian Berdasarkan penelitian yang dilakukan oleh Fifyanita Ghanimata, Mustafa Kamal, (2012), Analisis Pengaruh Harga, Kualitas Produk, Dan Lokasi Terhadap Keputusan Pembelian, ( Studi pada Pembeli Produk Bandeng Juwana Elrina Semarang ). Dibuktikan dengan Nilai thitung pada variabel kualitas produk (X2) adalah sebesar 2,786 dengan tingkat signifikansi 0,007. Karena 2,786 > 1,6641 dan 0,007 < 0,05, maka hal ini mengindikasikan bahwa hipotesis 2 (H2) diterima. Dari uraian sebelumnya dapat disimpulkan hipotesis sebagai berikut : Ha: Ada pengaruh yang positif antara produk terhadap keputusan pembelian keripik usus ayam merek bintang bersinar. Pengaruh Harga Terhadap Keputusan Pembelian Berdasarkan penelitian yang dilakukan oleh Rusydi Abubakar, (2005), Pengaruh Pelaksanaan Bauran Pemasaran Terhadap Proses Keputusan Pembelian Konsumen Pada Jamu Di Banda Aceh. Dibuktikan dengan penelitian bauran harga yang dilaksanakan oleh industri jamu mempunyai pengaruh secara signifikan terhadap keputusan pembelian konsumen pada industri jamu di Banda Aceh (8,53%). Kesimpulan: variabel harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Dari uraian sebelumnya dapat disimpulkan hipotesis sebagai berikut : Ha: Ada pengaruh yang positif antara harga terhadap keputusan pembelian keripik usus ayam merek bintang bersinar. Pengaruh DistribusiTerhadap Keputusan Pembelian Berdasarkan penelitian yang dilakukan oleh Hafrizal Okta Ade Putra, SE. MM, Dosen Program Studi Manajemen, Pengaruh Bauran Pemasaran Jasa Terhadap Keputusan Pembelian Kartu Perdana Prabayar XL Di Kota Padang Dibuktikan dari tabel regresi diperoleh nilai sig
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0,011 < α = 0,05. Berarti Ho ditolak dan Ha diterima, distribusi berpengaruh signifikan terhadap keputusan pembelian kartu perdana prabayar XL di Kota Padang.Dengan demikian Hipotesis diterima. Dari uraian sebelumnya dapat disimpulkan hipotesis sebagai berikut : Ha: Ada pengaruh yang positif antara distribusi terhadap keputusan pembelian keripik usus ayam merek Bintang Bersinar.. B. Dasar Teoritis Bauran Pemasaran Basu Swasta dan Irawan ( 2000 : 78 ) mengemukakan bahwa “ Bauran pemasaran adalah kombinasi dari empat variabel atau kegiatan yang merupakan inti dari sistem pemasaran perusahaan, yakni : produk, struktur harga, kegiatan promosi , dan sistem distribusi ”. Produk Produk adalah segala sesuatu yang dapat ditawarkan ke pasar untuk mendapat perhatian, dibeli, digunakan atau dikonsumsi yang dapat memuaskan keinginan atau kebutuhan. ( Kotler 2001 : 346 ). Harga Menurut Lamb, Hair, Mc Daniel ( 2001 : 268 ) “Harga merupakan sesuatu yang di serahkan dalam pertukaran untuk mendapatkan suatu barang atau jasa. Distribusi Menurut Suharno ( 2009 : 21 ) Distribusi adalah usaha-usaha pemasar untuk menjamin ketersediaan produk bagi pasar sasaran pada saat dibutuhkan. Keputusan Pembelian Keputusan pembelian, menurut Kotler ( 2005 ) menyebutnya keputusan konsumen adalah sebuah proses yang dilakukan konsumen dalam melakukan pembelian sebuah produk barang ataupun jasa. C.Kerangka Konsep Kerangka konsep adalah gambaran mengenai konsep pemikiran antara variabel-variabel yang di teliti. Berdasarkan latar belakang, rumusan masalah teori, dan tujuan penelitian dapat di lihat pada kerangka konsep sebagai berikut:

Variabel Bebas(x)
Produk (X1)

Variabel Terikat(Y)

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Harga (X2)

Keputusan Pembelian
Distribusi (X3)

(Y) Gambar 2. 1. Kerangka Konsep
Sumber: Fifyanita Ghanimata, Mustafa Kamal, (2012)

D.Hipotesis Berdasarkan latar belakang penelitian yang telah dikemukakan sebelumnya maka penulis mengemukakan hipotesis sebagai berikut : 1. Di duga faktor Produk, Harga, dan Distribusi memberikan pengaruh yang signifikan terhadap keputusan pedagang eceran membeli keripik usus ayam pada perusahaan Bintang Bersinar di Samarinda. 2. Di duga faktor produk yang dominan pengaruhnya terhadap keputusan pedagang eceran dalam membeli keripik usus ayam pada perusahaan Bintang Bersinar di Samarinda. III. Metode Penelitian . Definisi Operasional Berikut ini di berikan batasan-batasan definisi operasional dalam penelitian ini untuk memperoleh pengertian yang lebih jelas mengenai apa yang diteliti. Sesuai dengan konsep yang di kemukakan secara operasional. 1.Variabel terikat ( Y ), yaitu keputusan yang diambil pedagang eceran untuk membeli keripik usus ayam pada perusahaan Bintang Bersinar di Samarinda. 2. Variabel bebas ( X ), yaitu faktor – faktor yang mempengaruhi keputusan pedagang eceran dalam membeli keripik usus ayam pada perusahaan Bintang Bersinar yang berhubungan dengan produk, harga, dan distribusi. Agar penulisan ini lebih mudah di ikuti, dan lebih terarah maka di perlukan beberapa penjelasan mengenai arti atau definisi dari beberapa parameter dan indikator yang di gunakan dalam penulisan ini agar benar-benar bahwa variabel yang akan di selidiki dapat terlihat jelas. Maka berikut ini adalah variabel dan indikator dalam penelitian ini adalah: 1. Keputusan pedagang eceran ( Y ) Merupakan tindakan pedagang eceran dalam membeli keripik usus ayam pada perusahaan Bintang Bersinar berdasarkan faktor produk, harga , Distribusi yang paling mempengaruhinya. 2. Produk ( x1)

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Produk adalah segala sesuatu yang dapat ditawarkan ke pasar untuk mendapat perhatian, dibeli, digunakan atau dikonsumsi yang dapat memuaskan keinginan atau kebutuhan ( Kotler 2001 : 346 ). Faktor-faktor yang terkandung dalam suatu produk adalah:     kualitas bentuk merek kemasan produk

3. Harga (X2 ) Menurut Lamb, Hair, Mc Daniel (2001 : 268 ) “Harga merupakan sesuatu yang di serahkan dalam pertukaran untuk mendapatkan suatu barang atau jasa. Harga (X3) diukur melalui (Wijayanti, 2008 : 142) : a. Harga terjangkau b. Harga bersaing c. Harga sesuai dengan kualitas 4. Distribusi (X3 ) Distribusi yaitu kegiatan pemasaran yang dilakukan perusahaan untuk mempermudah proses penyaluran barang dari produsen ke konsumen. Menurut Suharno ( 2009 : 21 ) Distribusi adalah usaha-usaha pemasar untuk menjamin ketersediaan produk bagi pasar sasaran pada saat dibutuhkan. Indikatornya sebagai berikut : a. Ketersediaan barang b. Proses pemesanan c. Kecepatan dalam pengiriman d. Kemudahan dalam memperoleh produk Populasi dan Sampel Penelitian yang dilakukan pada perusahaan Bintang Bersinar selama 7 hari diperoleh sampel sebanyak 231 yang dihitung menggunakan rumus Slovin yang dikutip oleh Umar ( 2001 : 97 ) dan di dapat 70 responden Jenis dan Sumber Data 1. Data primer. 2. Data sekunder
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Metode Pengumpulan Data Untuk memperoleh data yang diperlukan dalam penelitian ini, maka akan digunakan teknik pengumpulan data sebagai berikut : 1. Penelitian Lapangan (Field Work Research) 2. Penelitian Kepustkaan (Library Research) Alat Analisis Alat analisis menggunakan Regresi Linier Berganda

IV.Analisis dan Pembahasan Analisis Untuk membuktikan hipotesis dalam penelitian ini dan untuk mengetahui pengaruh dari beberapa variabel yang terdiri dari produk, harga, dan distribusi terhadap keputusan pembelian, maka akan digunakan model analisis regresi linear berganda dengan bantuan SPSS versi 16, dengan tingkat kesalahan sebesar 10%. Hasil yang diperoleh dari perhitungan tersebut adalah sebagai berikut: Tabel 4.1 hasil perhitungan regresi linear berganda Coefficientsa Model Standardize Unstandardized d Coefficients Coefficients B Std. Error Beta (Constant) 1 .277 .216 Produk .471 .080 .492 Harga .191 .051 .246 Distribusi .264 .076 .292 a. Dependent Variable: keputusan pembelian

T 1.278 5.893 3.719 3.459

Sig. .206 .000 .000 .001

Sumber: hasil kuesioner yang diolah dengan SPSS versi 16 Dengan melihat hasil di atas, dapat diketahui bahwa persamaan regresi linear berganda dari variabel produk (X1), harga (X2) dan distribusi (X3) terhadap keputusan pembelian (Y) adalah sebagai berikut: Y= 0,277+ 0,471 X1 + 0,191 X2 + 0,264 X3

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a.

Konstanta a = 0,277, artinya jika tidak ada pengaruh variabel lain, maka keputusan pembelian di perusahaan bintang bersinar tetap sebesar 0,277. b. X1 = 0,471 artinya variabel produk memiliki nilai koefisien sebesar 0,471. Apabila ada peningkatan satu kesatuan dari variabel produk, maka akan meningkatkan pembelian sebesar 0,471. c. X2 = 0,191, artinya variabel harga memiliki nilai koefisien sebesar 0,191. Apabila ada peningkatan satu kesatuan dari variabel harga, maka meningkatkan keputusan pembelian sebesar 0,191. d. X3 = 0,264, artinya variabel distribusi memiliki nilai koefisien sebesar 0,264. Apabila ada peningkatan satu kesatuan dari variabel distribusi , maka meningkatkan keputusan pembelian sebesar 0,264. Dari hasil diatas dapat disimpulkan ada pengaruh dari variabel X1,X2 dan X3 terhadap keputusan pembelian. Keeratan hubungan antara ketiga variabel tersebut dengan keputusan pembelian dapat dilihat dari nilai R 1. Analisis nilai R Untuk mengetahui keeratan hubungan antara ketiga variabel X terhadap Y, didapatkan dari nilai R yang akan dijelaskan sebagai berikut: Tabel 4.2 hasil Analisis Regresi (Model Summary) Model Summary

Model

R

R Square

Std. Error of the Adjusted R Square Estimate .26065

1 .897a .805 .796 a. Predictors: (Constant), Distribusi, Harga, Produk

Dari tabel di atas diketahui bahwa nilai R yang diperoleh sebesar 0,897 berada pada koefisien interval 0,40-0,70. Hasil tersebut menunjukkan bahwa secara keseluruhan variabel independen yang diwakili oleh variabel X1,X2,X3 memiliki hubungan yang cukup berarti atau sedang terhadap variabel Y (keputusan pembelian). Untuk mengetahui besarnya pengaruh variabel X1, X2 dan X3 terhadap Y adalah dengan mencari nilai R2. Adapun nilai R2 (koefisien determinasi) sebesar 0,805 atau 80,5%. Hal ini berarti bahwa variabel produk, harga dan distribusi yang dikemukakan dalam penelitian ini memberikan pengaruh sebesar 80,5% terhadap keputusan pembelian atau variabel Y, sisanya 19,5% dipengaruhi oleh variabel lain yang tidak dikemukakan dalam penelitian ini. 2. Uji F (Uji Serentak) Untuk menguji koefisien regresi secara menyeluruh, digunakan uji F dengan tingkat kepercayaan 95%. kriteria pengujiannya adalah sebagai berikut Apabila t hitung > ttabel maka Ho ditolak dan Ha diterima.
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Apabila t hitung< ttabel maka Ho diterima dan Ha ditolak. Dari hasil analisis didapat nilai F sebagai berikut:

Tabel 4.3 Hasil Analisis F hitung ANOVAb Model 1 Regression Residual Sum of Squares Df 18.462 4.484 3 66 Mean Square 6.154 .068 F 90.582 Sig. .000a

Total 22.945 69 a. Predictors: (Constant), Distribusi, Harga, Produk b. Dependent Variable: Keputusan Pembelian Dari tabel 4.2 di atas terlihat bahwa secara bersama-sama variabel X1, X2 dan X3 mempengaruhi keputusan pembelian. Hal ini ditunjukkan oleh nilai Fhitung sebesar 90,582 dan Ftabel sebesar 2,744 bila dibandingkan maka Fhitung > Ftabel (90,582>2,744), maka Ho ditolak dan Ha diterima. Artinya hipotesis pertama yang menyebutkan bahwa secara simultan variabel produk, harga, dan distribusi mempunyai pengaruh yang signifikan terhadap keputusan pembelian di perusahaan bintang bersinar terbukti kebenarannya.

3.Uji T (secara parsial) Untuk pengujian hipotesis kedua dilakukan dengan menggunakan uji t dan uji parsial pada koefisien b1, b2 dan b3 terhadap Y dengan tingkat kepercayaan 95%. Level of significant 0,05 dan dk sebesar 66, maka ttabel adalah 1,668. Kriteria pengujiannya sebagai berikut: Apabila thitung > ttabel maka Ho ditolak dan Ha diterima. Apabila thitung < ttabel maka Ho diterima dan Ha ditolak.

Tabel 4.3 hasil perhitungan uji t Coefficientsa Model Unstandardized Coefficients Std. B Error
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Standardize d Coefficient s Beta T Sig.

(Constant) .277 .216 Produk .471 .080 Harga .191 .051 Distribusi .264 .076 a. Dependent Variable: keputusan pembelian

1

.492 .246 .292

1.278 5.893 3.719 3.459

.206 .000 .000 .001

Dari hasil perhitungan tabel t di atas secara parsial antara variabel bebas (X) terhadap variabel tidak bebas (Y) yaitu: 1. Untuk nilai thitung dari faktor produk (X1) sebesar 5,893 dan nilai koefisien beta sebesar 0,492 dan tingkat signifikan 0.000. Bila dibandingkan dengan ttabel 1.668, diperoleh thitung>ttabel (5,893 > 1,668) maka Ho ditolak dan Ha diterima. 2. Untuk nilai thitung dari faktor harga (X2) sebesar 3,719, nilai koefisien beta 0,246 dan tingkat signifikan 0.000. Bila dibandingkan dengan ttabel 1.668, diperoleh thitung>ttabel (3,719>1,668) maka Ho ditolak dan Ha diterima. 3. Untuk nilai thitung dari faktor distribusi (X3) sebesar 3,459, nilai koefisien beta 0,292 dan tingkat signifikan 0,001. Bila dibandingkan dengan ttabel 1.668, diperoleh thitung>ttabel (3,459>1,668) maka Ho ditolak dan Ha diterima. Dari beberapa variabel yang telah diteliti, maka dapat diketahui bahwa variabel produk mempunyai pengaruh yang dominan terhadap keputusan pembelian di perusahaan bintang bersinar Samarinda, yang artinya hipotesis kedua yang diajukan bahwa diduga faktor produk memiliki pengaruh paling dominan dalam keputusan pembelian terbukti kebenarannya. Pembahasan Berdasarkan analisis yang telah dilakukan, yang telah dijelaskan melalui model persamaan regresi linier berganda, didapat hasil bahwa variabel produk, harga dan distribusi memiliki pengaruh yang positif terhadap keputusan pembelian pedagang eceran dalam membeli produk keripik usus ayam pada perusahaan bintang bersinar yang artinya bila variabel produk, harga dan distribusi ditingkatkan maka akan meningkatkan keputusan pembelian pedagang eceran. Tingkat korelasi variabel produk, harga dan distribusi terhadap keputusan pembelian di perusahaan Bintang Bersinar dari nilai Koefisien Korelasi (R) menunjukkan hasil sebesar 0,897 yang berada pada koefisien interval yang kuat. Hal ini menunjukkan adanya hubungan yang kuat antara ketiga variabel tersebut terhadap keputusan pedagang eceran membeli di keripik usus ayam di perusahaan Bintang Bersinar Samarinda . Nilai pengaruh variabel produk, harga dan distribusi terhadap keputusan pembelian, yang diuji dengan uji Koefisien Determinasi (R2) didapat hasil 0,805 atau 80,5%, artinya keputusan pembelian di perusahaan Bintang Bersinar dipengaruhi oleh variabel produk, harga dan distribusi sebesar 80,5%. Sisanya 19,5% dipengaruhi oleh faktor lain yang tidak dikemukakan dalam penelitian ini. Untuk mengetahui pengaruh variabel produk (X1), variabel harga (X2) dan distribusi (X3) secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian pedagang eceran (Y) maka dilakukan uji F dengan tingkat kepercayaan 95% atau α = 0,05 dan diperoleh nilai Fhitung
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>Ftabel (90,582>2,744) maka dapat disimpulkan bahwa Ho ditolak dan Ha diterima. Hal ini menandakan bahwa produk, harga dan distribusi bersama-sama berpengaruh signifikan terhadap keputusan pembelian di perusahaan Bintang Bersinar Samarinda (Y). Maka hipotesis pertama yang menyatakan diduga faktor produk, harga, dan distribusi memberikan pengaruh yang signifikan terhadap keputusan pedagang eceran membeli keripik usus ayam pada perusahaan Bintang Bersinar di Samarinda adalah diterima. Pada pengujian secara parsial atau sendiri-sendiri melalui uji t dilakukan dengan membandingkan nilai thitung dengan ttabel. Untuk mencari ttabel sebagai pembanding maka menggunakan tingkat kepercayaan 95%, dengan tingkat kesalahan yang ditetapkan sebesar 5%, dan df 66, didapat hasil sebagai berikut: 1. Variabel produk (X1) Nilai uji (thitung) variabel produk dari hasil perhitungan diperoleh nilai sebesar 5,893>1,668 (thitung>ttabel), serta standarized coeficiens beta sebesar 0,492 dengan tingkat signifikasi sebesar 0,0001,668 (thitung>ttabel), serta standarized coeficiens beta sebesar 0,246 dengan tingkat signifikasi sebesar 0,0001,668 (thitung>ttabel), serta standarized coeficiens beta sebesar 0,292 dengan tingkat signifikasi sebesar 0,0001,668 (thitung>ttabel), serta standarized coeficiens beta sebesar 0,492 dengan tingkat signifikasi sebesar 0,000

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