* Corresponding author E-mail addresses: Dediiskamto@lecturer.stieriau-akbar.ac.id 2614-6983/ © 20XX P3M Politeknik Negeri Bengkalis. All rights reserved. Inovbiz: Jurnal Inovasi Bisnis 8 (2020) 200-207 Inovbiz Website: www.ejournal.polbeng.ac.id/index.php/IBP Email: inovbiz@polbeng.ac.id Role of Products in Determining Decisions of Purchasing Dedi Iskamto Sekolah Tinggi Ilmu Ekonomi Riau, Pekanbaru, Indonesia, 28293 1. Introduction Many companies are trying to win the competition by taking advantage of existing business opportunities and trying to implement the right marketing strategy in order to dominate the market. One of the company's goals is to maintain the existence of its performance to achieve a certain growth rate. The company will try to dominate market share with various marketing and service strategies with the ultimate goal of obtaining maximum profits with optimal performance efficiency levels. In other words, marketing is one of the activities carried out by companies in an effort to maintain survival in increasingly fierce business competition and to develop their business (Iskamto et al., 2019; Mohammed & Woodside, 2015). Products are anything that can be offered to meet needs and desires. While conceptually the product is a manufacturer's subjective understanding of something that can be offered in an effort to achieve organizational goals, through fulfilling the needs and desires of consumers in accordance with the competence and capacity of the organization and market purchasing power. Something product must have a competitive edge to attract consumers. By providing diverse and varied products, it is hoped that it can meet the needs and desires of consumers. Maintained consumer loyalty is expected to increase the intensity of consumer purchases from time to time (Iskamto, 2015; Wang & Hazen, 2016). A quality product has the possibility to influence the buying behavior of a product, so having a product that is perceived as being of high quality means that the consumer's opportunity to choose is also higher. Quality products are produced from quality raw materials and quality employees. Based on the above background, the authors are interested in discussing it further as outlined in the form of a thesis with the title Effect of Products on Consumer Purchasing Decisions. This research was conducted at CV. Syempana Mandiri is a printing company located in Teluk Kuantan, Riau Province. It receives orders for printing benner, calendar, business cards, banners, screen printing, baleho, various forms of blank and others. There are 13 types of printed materials produced. Besides that, CV. Syempana Mandiri also doubles books, exam questions, exam answer sheets and others. The company faces stiff competition with many companies engaged in similar fields. To be able to maintain its existence, companies must carefully consider all their decisions and actions in the field of production, especially the products they produce. CV sales data. Syempana Madiri shows a fluctuate trend, namely in 2009 as many as 185 people in 2010 fell to 176 people (-5%), in 2011 it increased to 223 people (+27%), in 2012 it increased to 238 people (+7%), in 2013 it decreased to 210 people decreased (-12%). From the interview results, it is known that many factors caused the decline in sales, including printing results not in accordance with the order, unclean duplication results, misprinted products, wrong cut products, wrong in arrangement and others. The product or service offered will affect the purchase where if the consumer is satisfied, he will return to buy the product at the company at a later date, but on the other hand, if the quality of the product produced by the company is lacking, ARTICLE INFO Received: 30 Juni 2020 Received in revised: 1 November 2020 Accepted: 3 November 2020 Published: 16 Desember 2020 Open Access This study aims to find a correlation between the effects of the product both in terms of Variations in size or shape of the product, product quality, type of product, product utilization and product durability to the consumer's decision to buy the product. This research is a quantitative study in which to process research data using SPSS 23. This research was conducted in Kuansing Regency, Riau Province. The number of samples in this study were 210 with census sampling technique. The results of data processing obtained that the hypothesis testing with the t test there is an existence of t-value of 25.904 means t--value = 25.904> t-table = 1.996 which means the product has a significant effect on consumer buying decisions. The value of the determinant coefficient (R2) is 0.910. Keywords: Product, quality, service, Purchase Decision