Analysis of Effect of Product Quality, Product Design and Distribution Channel toward Purchase Decision of Soy Milk with ABC company

Abstract

This research takes research object in Mr. Muda Indonesia which produce soy milk with ABC brand. The problem is declining number of subscriber for 2 consecutive months.  The main aim of this research is to know what the effect of product quality (X1), product design (X2) and distribution channel (X3) toward purchase decision (Y) is, both simultaneously, partially and dominant effect.  The research is a quantitative research, using structured questionnaire survey to collect data from 100 subscribers. Both descriptive and inferential statistics are used to analyze the result of this, the researcher has chosen the probability samples to save time and cost. The respondents are both male and female. Whereas for analysis and interpretation includes editing and coding, testing by using the statistical analysis of Statistical Package for Social Science (SPSS) In fact the most respondents of the research are female, with the age 20-29 years old. Most of them are student and the income/month is < Rp. 1.500.000. The instruments of questionnaire are valid and reliable both in X1, X2, X3, and Y. Then variable with the most dominant effect is product quality. That value of t count is the biggest of all and it is suitable with the hypothesis. The researcher must pay attention to another variables which is exclude in this research like promotion, price etc. to perfect the research.