Analisis Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Smartphone
(Studi Kasus Mahasiswa IAIN Syekh Nurjati Cirebon)
DOI:
https://doi.org/10.61132/anggaran.v2i2.559Keywords:
Product Quality, Price, Purchase decisions, SmartphoneAbstract
This study aims to analyze the effect of product quality and price on the decision of smartphone purchase. A purchase decision is a process that consumers go through to choose and buy a product or service to meet their needs and desires. High product quality and good at affordable prices are the main factors that drive consumers to buy a product by considering the quality and price ratio in making decisions at the time of purchase. Consumer satisfaction in product quality is very important in maintaining the existence of a company or business unit makes an understanding of digital marketing, product quality and service quality cannot be seen low. The population in this study were smartphone consumers from among IAIN students Syekh Nurjati Cirebon, determining the number of samples by spreading questionnaires and sample 55 people obtained. The data collection techniques through this questionnaire have been carried out validity tests, rallies and classical assumptions. This research method uses multiple linear regression analysis. From the results of this study, the results were obtained that partially shows the quality of the product had a positive and significant effect on the purchase decision, then the price of a positive and significant effect on the purchase decision. While simultaneously or along with the quality of the product and the price affects the smartphone purchase decision. The study provides implications for smartphone manufacturers to improve product quality and offer competitive prices to increase the smartphone purchase decision by IAIN students Syekh Nurjati Cirebon.
Downloads
References
Anam, M. S., Nadila, D. L., Anindita, T. A., & Rosia, R. (2021). Pengaruh kualitas produk, harga dan brand image terhadap keputusan pembelian produk hand and body lotion merek Citra. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 4(1), 120-136.
Andriani, F., & Nalurita, S. (2021). Pengaruh iklan dan kualitas pelayanan terhadap keputusan pembelian konsumen Tokopedia (studi kasus pada pengguna tokopedia di Jabodetabek). Jurnal Inovatif Mahasiswa Manajemen, 1(3), 266-278.
Gunawan, C. (2020). Mahir menguasai SPSS panduan praktis mengolah data penelitian new edition buku untuk orang yang (merasa) tidak bisa dan tidak suka statistika. Deepublish.
Hayati, I., & Siregar, Y. Y. Y. (2019). Pengaruh Dimensi Kualitas Jasa Terhadap Kepuasan Nasabah (Studi Kasus Pada Bank Syariah Mandiri Kantor Cabang Pembantu Padang Bulan Medan). AGHNIYA: Jurnal Ekonomi Islam, 1(2), 234-250.
Hikam, F. F. (2020). Peran Keluarga Dalam Pembelajaran Berbasis E-Learning Pada Masa Wabah Covid-19. Pandawa, 2(2), 194-203.
Ibrahim, M., & Thawil, S. M. (2019). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 175-182.
Mardiatmoko, G. (2020). Pentingnya uji asumsi klasik pada analisis regresi linier berganda (studi kasus penyusunan persamaan allometrik kenari muda [canarium indicum l.]). BAREKENG: Jurnal Ilmu Matematika Dan Terapan, 14(3), 333-342.
Nurfauzi, Y., Taime, H., Hanafiah, H., Yusuf, M., & Asir, M. (2023). Literature Review: Analisis Faktor yang Mempengaruhi Keputusan Pembelian, Kualitas Produk dan Harga Kompetitif. Management Studies and Entrepreneurship Journal (MSEJ), 4(1), 183-188.
Nurhayati, S. (2017). Pengaruh citra merek, harga dan promosi terhadap keputusan pembelian handphone samsung di yogyakarta. Jurnal Bisnis, Manajemen, dan Akuntansi, 4(2).
Purnama, D., Muchlis, S., & Wawo, A. (2019). Harga Pokok Produksi Dalam Menentukan Harga Jual Melalui Metode Cost Plus Pricing Dengan Pendekatan Full Costing. JRAK: Jurnal Riset Akuntansi dan Komputerisasi Akuntansi, 10(1), 119-132.
Suari, M. T. Y., Telagawathi, N. L. W. S., & Yulianthini, N. N. (2019). Pengaruh kualitas produk dan desain produk terhadap keputusan pembelian. Bisma: Jurnal Manajemen, 5(1), 26-33.
Sugiono, S., Noerdjanah, N., & Wahyu, A. (2020). Uji validitas dan reliabilitas alat ukur SG posture evaluation. Jurnal Keterapian Fisik, 5(1), 55-61.
Winasis, C. L. R., Widianti, H. S., & Hadibrata, B. (2022). Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 3(4), 399-410.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Anggaran : Jurnal Publikasi Ekonomi dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
