PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG DI BADAILAN GROSIR SINGARAJA

Abstract

Penelitian ini bertujuan untuk menguji pengaruh secara bersama-sama maupun parsial kualitas produk dan harga terhadap keputusan pembelian, pengaruh kualitas produk terhadap keputusan pembelian, smartphone Samsung di Badilan Grosir Singaraja. Desain penelitian menggunakan penelitian kuantitatif kausal. Sampel penelitian ini sebanyak 55 konsumen pengguna dan pembeli smartphone Samsung di Badilan Grosir Singaraja. Teknik pengambilan sampel menggunakan probability sampling. Pengumpulan data dilakukan dengan metode kuesioner. Metode analisis data yang digunakan adalah analisis regresi berganda dengan bantuan program SPSS versi 22. Hasil penelitian (1) kualitas produk dan harga berpengaruh signifikan terhadap keputusan pembelian. (2) kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) harga berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) harga berpengaruh paling dominan terhadap keputusan pembelian dengan koefisien kolerasinya 0,494 (49,4%).
Kata Kunci : Harga, Keputusan Pembelian, Kualitas Produk

This study aimed at obtaining evidences regarding the impact simultan and parcial of product quality and price buying decision of smartphone Samsung on Badilan Grosir Singaraja. The design of these research was quantitative causal research. The sample of this study was 55 consumers whos used and bought Samsung smartphone of the Badilan Grosir Singaraja. The data collection was done by questionnaire. Technique of sampling is probility sampling. The data analysis method used was multiple regression analysis with the help of SPSS version 22. The results (1) the product quality and price significantly influenced on the buying decision. (2) the product quality had a postitive and significantly influenced on the buying decision. (3) the price had a postitive and significantly influenced on the buying decision. (4) price is the most influential with coefficient coleration 0,494 (49,4%).
keyword : Buying Decision, Price, Product Quality,