PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS KONSUMEN HANDPHONE MEREK OPPO DI DESA SINGOWANGI)

RINA NOVITA SARI, RINA NOVITA SARI (2019) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS KONSUMEN HANDPHONE MEREK OPPO DI DESA SINGOWANGI). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Novita Sari, Rina 2018. The influence of product quality and price on purchasing decisions (Case Study of consumers of Oppo brang mobile phones in Singowangi Village). Final project, Marketing Management Study Program Study Program, Faculty of Economics, Majapahit Islamic University (UNIM) Advisor I : Eny Setyariningsih, SE.MM Advisor II : Rika Dwi Harsasi, SE., M.SM This study aims to determinate the effect of product quality and price both partially, simultaneously, and dominantly on the decision to purchase the Oppo brand mobile phones in Singowangi village. The population in this study is the consumer of the Oppo brand mobile phone in the Singowangi vllage. And the sample used was 132 respondents. This research sampling technique uses purposive sampling, where the determination of the sample is taken based on certain considerations, namely consumers as buyers and mobile phone users of the Oppo brand in Singowangi Village. In this study the analysis technique used is multiple linear regression, classic assumption test, t test, f test, and dominant test. Produt quality and price has a partial effect on prchasing decisions with t count value 2,536 > t table value 1,9783 dan and the level of significance 0,012. Product quality and price simultaneously affect purchasing decisions with f value 7,525 > f table 3.91 and the level of significance 0,001. From the product quality variable and the most dominant price is the product quality variable and the level of significance 0,012 < 0,05 and the value β product quality 0,214 greather than the value β price 0,212. Keywords : product quality, price, buying decision.

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