PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TELEPON PINTAR (SMARTPHONE) SAMSUNG GALAXY MIDDLE END DI AMORE WTC (WORLD TRADE CENTER) SURABAYA

NIA TRI WAHYUNI, NIA TRI WAHYUNI (2019) PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TELEPON PINTAR (SMARTPHONE) SAMSUNG GALAXY MIDDLE END DI AMORE WTC (WORLD TRADE CENTER) SURABAYA. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Wahyuni, Nia Tri 2018. Effect of Service Quality and Price on the Purchase Decision of Samsung Galaxy Middle End Smartphones at Amore WTC Surabaya. Final project / thesis, Marketing Management study program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I : Eny Setyariningsih, SE., MM Advisor II : Rika Dwi Harsasi, SE., M.SM The purpose of this study was to analyze the effect of Service Quality and Price on Purchasing Decisions of Samsung Galaxy Middle End smartphones in the Amore WTC Surabaya. and to analyze the influence of Price on the Purchase Decision of Samsung Galaxy Middle End smartphone at the WTC Surabaya Amore Store. The analytical tool used is the validity and reliability test, multiple linear regression test, classic assumption test with the help of SPSS version 20 statistical software. The sampling technique in this study was conducted with questionnaires and samples used as many as 100 consumer respondents who bought smartphone products Samsung galaxy middle end at Amore WTC Surabaya. Marketing is a social process in which individuals and groups get what they need and want by creating, offering, and freely exchanging valuable products with others. The results showed that partially the quality of service variables had a significant effect on the purchase decision of Samsung Galaxy Middle End smartphones in the Amore WTC Surabaya. This is shown from the value of Sig. T-count = 0.002 < Alpha 0.05. And partially the price variable has a significant effect on the purchase decision of Samsung Galaxy Middle End smartphone at the WTC Amore Shop in Surabaya. This is shown from the value of Sig. T-count = 0,000 < Alpha 0,05. From the Determination Test shows that the purchasing decision (Y) is influenced by Service Quality (X1) and Price (X2) is 25.9%.The regression results it is known that the highest standardized coefecients beta value is the price variable that is equal to 0.459 so that it can be concluded that the price variable has the greatest influence on the purchase decision variable (Y). Keywords: Service quality, price, purchase decision

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