Pengaruh Kualitas Produk Dan Layananan Pada Penjualan Beras Perum Bulog
DOI:
https://doi.org/10.61104/alz.v4i1.3448Keywords:
kualitas produk, harga, kualitas layanan, penjualan, BULOGAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan kualitas layanan terhadap penjualan beras Perum BULOG di Jakarta Selatan. Persaingan industri pangan yang semakin ketat serta perubahan preferensi konsumen mengharuskan lembaga publik seperti BULOG untuk meningkatkan mutu produk dan layanan agar tetap kompetitif di pasar. Fenomena yang terjadi menunjukkan bahwa produk beras BULOG masih menghadapi persepsi kualitas yang fluktuatif serta tantangan dalam aspek pelayanan distribusi. Metode penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 100 responden konsumen beras BULOG menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode Partial Least Square – Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa kualitas produk memiliki pengaruh positif dan signifikan terhadap penjualan. Harga juga berpengaruh signifikan terhadap peningkatan volume penjualan, sedangkan kualitas layanan terbukti berpengaruh signifikan terhadap loyalitas dan keputusan pembelian konsumen. Secara simultan, kualitas produk, harga, dan kualitas layanan berpengaruh signifikan terhadap penjualan beras BULOG. Penelitian ini memberikan implikasi teoritis dalam penguatan konsep kualitas dan nilai dalam konteks lembaga publik serta implikasi praktis bagi manajemen BULOG dalam merumuskan strategi peningkatan mutu produk dan pelayanan.
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