PENGARUH KUALITAS DAN HARGA PRODUK TERHADAP KEPUTUSAN PEMBELIAN OPPO ANDROID SMARTPHONE (Study Kasus Mahasiswa Universitas Batanghari)

Aris Kurniawan, Aris Kurniawan (2021) PENGARUH KUALITAS DAN HARGA PRODUK TERHADAP KEPUTUSAN PEMBELIAN OPPO ANDROID SMARTPHONE (Study Kasus Mahasiswa Universitas Batanghari). skripsi thesis, Universitas Batanghari.

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Abstract

ABSTRACT Aris Kurniawan/1600861201395. The effect of product quality and price on the decision to purchase OPPO android smartphone (batanghari university case study. Pupu Sopini, S.E., M.M. Riko Mappadeceng, S.E., M.M. The purpose of this study was to find out how the quality and price of the product affects the purchase decision of OPPO android smartphone. Purchasing decisions are inseparable from how the quality and price of a product marketed by the company. Android smartphones in this era already have good quality, from the best android smartphones have brought hardware feature innovations that are able to provide new applications on software features. This research is quantitative research with quantitative descriptive research methods that outline the results of analysis of independent variables (X1, X2) against dependent variables (Y). The sample in this study was a student of Batanghari University as many as 99 people who were obtained from the Slovin sampling method. The object and population in this study are all consumers or students at Batanghari University in the 2020 school year as many as 5253 people. The data analysis techniques in this study use statistical analysis. The types of statistics used are descriptive statistics and verification statistics that use multiple linear regression analysis tools that describe analytical techniques in a test. From descriptive analysis it is known that the average score of respondents' answers on product quality variables (X1) is in a very high category, in price variables (X2) is in the category is very high and purchasing decisions (Y) are in the category very good. Based on the analysis of multiple linear regression simultaneously tested F with Fhitung and Ftabel with a significant level of a = 0.05 it is known that Fhitung 9,554 and Ftabel 3.09. Fhitung greater than Ftabel (9,554 > 3.09) then ho rejected and Hi accepted means there is a significant influence between the quality variable (X1) and product price (X2) influencing purchasing decisions on oppo android smartphones. Partially the quality (X1) thitung of 1,562 and the ttabel of 1.29 can be said to be 1,562 > 1.29 it can be concluded that the quality (X1) affects the purchase decision (Y) and the price (X2) thitung of 3,688 and the ttabel of 1.29 then it can be said that 3,688 > 1.66 concluded that the price (X2) affects the purchase decision (Y). Based on the results of the analysis it can be concluded that quality (X1) and price (X2) affect purchasing decisions (Y). However, based on the results of research PT. Indonesia OPPO Electronics should make improvements in durability in product quality variables. Next is PT. Indonesia OPPO Electronics should also make improvements to price suitability in product price variables. Thus consumers will make a purchase decision on OPPO Android Smartphone products.

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