PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN HP SAMSUNG A10 DI SM STORE KOTA JAMBI

Nuri Wulan Sari, 1800861201149 (2024) PENGARUH HARGA TERHADAP KEPUTUSAN PEMBELIAN HP SAMSUNG A10 DI SM STORE KOTA JAMBI. skripsi thesis, Universitas BATANGHARI Jambi.

	Text 01. COVER.pdf - Published Version Download (56kB)
	Text 02. LEMBAR PENGESAHAN.pdf - Published Version Download (2MB)
	Text 03. ABSTRACT.pdf - Published Version Download (94kB)
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Abstract

In recent years, Samsung Smartphone products have become the market leader in the Smartphone category, but this may not last for the next few years because competition in business is very tight. This study aims to describe the price and purchasing decisions of the Samsung A10 cellphone at the SM Store in Jambi City, as well as to find out and analyze the effect of price on the buying decision of the Samsung A10 cellphone at the SM Store in Jambi City. This research is a type of quantitative research. Data collection methods used are interview techniques, observation, documents and questionnaires. The population of this research sample was 105 people, so the sample used was 51 with a determination technique, namely saturated sampling. The data analysis technique used in this study is using simple linear regression analysis which also tests the avalidity, reliability, correlation coefficient test and determination and t test. SM Store is a company that was founded in 2014 and provides various accessories and smartphones. SM strore official store is in Jamtos, its center is in Sipin, and has a 2nd branch in Simpang Rimbo, the last one is in Sipin next to NH Marker. The vision of the Jambi City SM Store is to always strive for the best. The mission carried out is to inspire the world with innovative technologies, products and designs that enrich people's lives and contribute to social prosperity by creating a new future. Price has a regression coefficient value of 0.189, which means that if the price (X1) increases by 1% then the decision to purchase a Samsung A10 HP at the SM Store in Jambi City will also increase by 0.189. The coefficient of determination (R2) obtained from the regression model is 0.335, which means that the price variable (X) can influence the decision to purchase a Samsung A10 (Y) by 0.335 or 33.5% while the remaining 66.5% is explained by other variables. not included in this study. Based on the results of the t test, the calculated t value was 3.569 and the t table value was 1.66055. Based on these results, it can be seen that the calculated t value is 3.569 > t table 1.66055 so that H0 is rejected and H1 is accepted. This means that the Price variable (X) influences the decision variable to purchase the Samsung A10 cellphone at the SM Store, Jambi City (Y). The conclusion of this study is that the application of the price of the Samsung A10 cellphone is in accordance with the price indicator, namely the price and purchasing decisions are considered good by consumers with an average answer score of 199,5 and 208,8. In addition, price has a positive and significant influence on purchasing decisions for Samsung cellphones A10 at SM Store, Jambi City. Therefore, the City of Jambi SM Store needs to pay attention to the price they charge for each product they sell.

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