ANALISIS PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEMEN GRESIK (STUDI DI TOKO BANGUNAN UD. DUA PUTRI KABUPATEN MOJOKERTO)

AMELLIA AYU SAPUTRI, AMELLIA AYU SAPUTRI (2019) ANALISIS PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEMEN GRESIK (STUDI DI TOKO BANGUNAN UD. DUA PUTRI KABUPATEN MOJOKERTO). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Saputri, Amellia Ayu, 2018 Analysis of Product Prices and Quality on the Purchase Decision of Semen Gersik Products (Study in UD Dua Putri Mojokerto Regency). Final Project / thesis, Marketing Management Study Program, Majapahit Islamic University (UNIM). Advisor I : Budi Utami, S.E., M.M Supervisor II : M. Syamsul Hidayat, S.E., M.M This study aims to 1. To find out and analyze prices influence partially on the purchase decision of Semen Gresik products. 2. To find out and analyze product quality has a partial effect on the decision to purchase Semen Gresik products. 3. To find out and analyze the price and quality of products that have a dominant influence on the decision to purchase Semen Gresik products. This type of research is this research using descriptive quantitative research. The population in this study uses sampling technique, accidental sampling with the number of research samples as many as 100 respondents. Hypothesis testing is done by using multiple linear regression analysis, including the classic assumption test including multicollinearity test, heteroskedacity test, normality test, hypothesis test including multiple linear regression test, t test, dominant test and R2 coefficient of determination. The results of this study indicate that multiple regression tests Y = 1,513 + (-0,309) X1 + 0,255X2 + e, partially the price has a significant negative effect on purchasing decisions, and product quality has a significant positive effect on purchasing decisions. With a significance value t of 0,000. the most dominant influence on purchasing decision variables is product quality, as evidenced by the β value of the product quality variable that is equal to 0.363 and greater than the β value of the variable price of -0.547. Means that the research hypothesis states that product quality is a variable that has a dominant influence on purchasing decisions. Keywords : Price, Product Quality, Purchasing Decision

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