Nur Fitria Sonia Putri, Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Handphone Blackberry (Studi Pada Masyarakat Kec. Lamongan Kab. Lamongan), dibawah bimbingan Mohamad Tambrin, dan Yustina Crismardani. Setiap produsen selalu berusaha melalui produk yang dihasilkannya dapatlah tujuan dan sasaran perusahaannya tercapai. Produk yang dihasilkannya dapat terjual atau dibeli oleh konsumen akhir. Melalui produk yang dapat dijualnya, perusahaan dapat menjamin kehidupannya atau menjaga kestabilan usahanya dan berkembang. Dalam rangka inilah setiap produsen harus memikirkan kegiatan pemasaran produknya, jauh sebelum produk ini dihasilkan sampai produk tersebut dikonsumsi oleh si konsumen akhir Tujuan dari penelitian ini untuk mengetahui variabel-variabel dalam Kualitas Produk yang meliputi performance, features, reliability, conformance, durability, serviceability, aesthetics, fit and finish. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan survey jumlah sampel 97 konsumen. pada penelitian ini variabel bebasnya terdiri dari performance, features, reliability, conformance, durability, serviceability, aesthetics, fit and finish, sedangkan variabel terikatnya adalah keputusan pembelian konsumen. Metode penelitian sampel yang digunakan adalah non probability sampiling. Untuk pengujian instrumen menggunakan uji Validitas, Reliabilitas dan uji Asumsi Klasik. Metode analisis data yang digunakan untuk menguji hipotesis adalah menggunakan regresi linier berganda dengan menggunakan uji F dan uji T. Hasil penelitian menunjukkan bahwa variabel nilai adjusted R Square sebesar Angka Adjusted R Square menunjukkan bahwa 67,5% variasi keputusan pembelian dapat dijelaskan oleh ke delapan variabel independen dalam persamaan regresi linier berganda. Sedangkan sisanya sebesar 32,5% dijelaskan oleh variabel lain luar delapan variabel yang digunakan dalam penelitian ini. Berdasarkan uji F variabel Kualitas Produk yang terdiri dari performance (X1), features (X2), reliability (X3), durability (X5), fit and finish (X8) secara simultan berpegaruh signifikan terhadap keputusan pembelian handphone blackberry pada masyarakat Kecamatan Lamongan Kab. Lamongan. Berdasarkan uji t diketahui bahwa variabel conformance (X4), serviceability (X6) dan easthetics (X7) tidak berpengaruh terhadap keputusan pembelian, sedangkan variabel reliability (X3) berpengaruh lebih besar terhadap keputusan pembelian. Kata kunci : Kualitas Produk dan Keputusan Pembelian

Nur Fitria Sonia Putri, The influence quality product against decision of puchasing blackberry mobile (Studies in Society district. Lamongan regency. Lamongan), under the guidance of Mohamad Tambrin, and Yustina Crismardani. Each manufacturer has always sought through products derived from it can be achieved its goals and objectives. The product’s result can be sold or bought by the final consumer. Through a product that can be sold, the company can guarantee the life or preserve the stability of their business and grow. In order here every manufacturer should think about its product marketing activities, long before the product is produced until the product is consumed by the final consumer The purpose of this study to determine the variables in Quality Products that include performance, features, reliability, conformance, durability, serviceability, aesthetics, fit and finish. This research is a quantitative research approach 97 consumer survey sample size. independent variable in this study consisted of performance, features, reliability, conformance, durability, serviceability, aesthetics, fit and finish, while the dependent variable is the consumer purchase decision. Sample research method used was non-probability sampiling. For testing using the test instrument validity, reliability and test Classical Assumption. Data analysis methods used to test the hypothesis is using multiple linear regression using F test and T. The results showed that the variables adjusted R Square as much as Adjusted R Square of figures show that 67.5% of the variation can be explained by a purchasing decision to eight independent variables in a multiple linear regression equation. While the remaining 32.5% is explained by other variables outside the eight variables used in this study. Based on F test product quality variables consisting of performance (X1), features (X2), reliability (X3), durability (X5), the fit and finish (X8) simultaneously having an effect significantly on purchasing decisions on public mobile blackberry Lamongan District of lamongan. Based on t test conformance known that variable (X4), serviceability (X6) and easthetics (X7) has no effect on the purchase decision, while variable reliability (X3) greater influence on purchasing decisions. Keywords: Product Quality and Purchasing Decisions

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