PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG PADA FAKULTAS EKONOMI UNIVERSITAS PENDIDIKAN GANESHA

Abstract

Penelitian ini bertujuan untuk mengetahui (1) pengaruh kualitas produk dan citra merek secara simultan terhadap keputusan pembelian, (2) pengaruh kualitas produk secara parsial terhadap keputusan pembelian, (3) pengaruh citra merek secara parsial terhadap keputusan pembelian pada Fakultas Ekonomi Universitas Pendidikan Ganesha.Sampel dalam penelitian ini sebanyak 70 responden dengan menggunakan teknik purposive sampling.Desain penelitian menggunakan kuantitatif kausal.Analisis yang digunakan yaitu analisis regresi linear berganda. Berdasarkan hasil penelitian bahwa (1) variabel kualitas produk dan citra merek secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 0,782 atau 78,2% (2) variabel kualitas produk secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 0,759 atau 75,9% dan (3) citra merek secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 0,681 atau 68,1%.
Kata Kunci : citra merek, keputusan pembelian, kualitas produk

This study aimed at analysing (1) the influence of product quality and brand image simultaneously toward buyer’s decision, (2) the influence of product quality partially toward buyer’s decision, (3) the influence of brand image partially toward purchasing decision in Economy Faculty of Ganesha University of Education. The sample of this study were 70 respondent by applying purposive sampling technique. The design of this study applied causal quantitative. Multiple linear regression analysis was applied in analysing the data. The result of study show (1) variabel of product quality and brand image influence simultaneously as well as significantly toward purchasing decision arround 0,782 or 78,2%, (2) variabel of product quality gives positive influence simultaneously and significantly toward purchasing decision arround 0,759 or 75,9% and (3) brand image gives positive influence simultaneously and significantly toward purchasing decision arround 0,681 or 68,1%.
keyword : brandimage, purchasing decision, product quality.