PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KARTU PERDANA INTERNET INDOSAT OOREDOO DI KOTA JAMBI

FERNANDO P HUTAURUK, 1900861201033 (2023) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KARTU PERDANA INTERNET INDOSAT OOREDOO DI KOTA JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

Text (PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KARTU PERDANA INTERNET INDOSAT OOREDOO DI KOTA JAMBI) Fernando P. Hutauruk.pdf - Published Version Download (2MB)

Abstract

ABSTRACT (FERNANDO P HUTAURUK / 1900861201033 / 2023 / THE INFLUENCE OF PRODUCT QUALITY AND PRICE ON THE DECISION TO PURCHASE INDOSAT OOREDOO INTERNET PRIME CARD IN JAMBI CITY/ SUPERVISOR I HJ. SUSILAWATI, SE, MSi. / SUPERVISOR II RIKO MAPPADECENG, SE, MM.) Product quality and price play a very important role in purchasing decisions. Therefore, the purpose of this study was to describe product quality, price and purchasing decisions for Indosat Ooredoo internet starter cards in Jambi City, and to analyze the effect of product quality and price on buying decisions for Indosat Ooredoo internet starter cards in Jambi City simultaneously and simultaneously. Partial. The research method in this research is descriptive and quantitative method. Distribution of questionnaires with a total population in this study were all consumers using the Indosat Ooredoo internet starter card in Jambi City in 2022, namely 2,877,415 people, so the formula used to find samples according to Sarwono (2012: 24) so that the sample in this study totaled 100 respondents. Data analysis used SPSS Ver 22 and used a multiple linear regression model with the results calculated Y = a+b1.X1+b2X2+e. Indosat provides international telecommunications cellular services and Palapa Indoneusa Satellite services (Satelindo) which was established in 1993 under the supervision of PT. Indosat. And in 2015 Indosat officially became Indosat Ooredoo and one of its offices is in Jambi City, namely PT. Indosat Ooredoo Jambi, which is located at Lorong cateia 3 No. 39, Sungai Putri, Kec. Telanaipura, Jambi City, Jambi 36124. A multiple linear regression model with the result Y = 0.489 + 0.309X1 +0.412X2 + e. Product Quality regression coefficient (X1) of 0.309 and Price regression coefficient (X2) of 0.412. The coefficient of determination = R square (R2) of 0.518 this number states that the Product Quality (X1) and Price (X2) variables are able to explain the Purchase Decision variable (Y) of 51.8% and the remaining 48.2% is explained by factors other. Product Quality (X1) and Price (X2) simultaneously have a significant effect on the Purchase Decision variable (Y). Product Quality (X1) and Price (X2) partially have a positive and significant effect on Purchase Decision (Y). Keywords: Product Quality, Price, Purchase Decision

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