Pengaruh Harga, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Smartphone Android
Abstract
Abstract
The purpose of this study was to determine the effect of price, product quality, and promotion on purchasing decisions for android smartphones. The type of research used is quantitative. The place where this research was carried out was at Prima Indonesia University, Medan City, North Sumatra. The population in this study were students from the University of Prima Indonesia majoring in management who had an android mobile phone. The sampling technique used was Non Probability sampling. Data collection techniques using questionnaires and observation. The data analysis technique used classical assumption test and statistical test. The results showed that (1) Price had a positive and significant effect on purchasing decisions on Android smartphones. (2) Product quality has a positive and significant effect on purchasing decisions on Android smartphones. (3) Promotion has a positive and significant effect on purchasing decisions on Android smartphones. (4) Price, product quality and promotion simultaneously have a positive and significant effect on purchasing decisions on Android smartphones.
Keywords: Price, Product Quality, Promotion
Abstrak
Tujuan penelitian ini adalah untuk mengetahui pengaruh harga, kualitas produk, dan promosi terhadap keputusan pembelian smartphone android. Jenis penelitian yang digunakan adalah kuantitatif. Tempat pelaksanaan penelitian ini dilakukan di Universitas Prima Indonesia Kota Medan, Sumatera Utara. Populasi dalam penelitian ini adalah mahasiswa-mahasiswi Universitas Prima Indonesia jurusan manajemen yang memiliki handphone android, Teknik sampling menggunakan teknik Non Probability sampling. Teknik pengumpulan data menggunakan kuesioner dan observasi. Teknik analisis data menggunakan uji asumsi klasik dan uji statistik. Hasil penelitian menunjukkan bahwa (1) Harga berpengaruh positif dan signifikan terhadap keputusan pembelian pada smartphone android. (2) Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian pada smartphone android. (3) Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian pada smartphone android. (4) Harga, kualitas produk dan promosi secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian pada smartphone android.
Kata Kunci : Harga, Kualitas Produk, Promosi
Full text article
Authors
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright of the article shall be assigned to Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya as publisher of the journal.
Copyright encompasses exclusive rights to reproduce and deliver the article in all form and media, including reprints, photographs, microfilms and any other similar reproductions, as well as translations. The reproduction of any part of this journal, its storage in databases and its transmission by any form or media, such as electronic, electrostatic and mechanical copies, photocopies, recordings, magnetic media, etc., will be allowed only with a written permission from Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah and Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya.
Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya, the Editors and the Advisory Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the Tadarus are sole and exclusive responsibility of their respective authors and advertisers.
Rights of Authors
The Jurnal Masharif al-Syariah: Jurnal Ekonomi dan Perbankan Syariah And Faculty Of Islamic Religiuos Universitas Muhammadiyah Surabaya recognize the retention of the following:
- Patent and trademark rights and rights to any process or procedure described in the article.
- The right to photocopy or make single electronic copies of the article for their own personal use, including for their own classroom use, or for the personal use of colleagues, provided the copies are not offered for sale and are not distributed in a systematic way outside of their employing institution (e.g. via an e-mail list or public file server). Posting of an article on a secure network (not accessible to the public) within the author institution is permitted.
- The right, subsequent to publication, to use the article or any part thereof free of charge in a printed compilation of works of their own, such as collected writings or lecture notes.