Pengaruh Harga, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Smartphone Android

Authors

  • Muhammad Danil Harahap
  • David Caleb Meliala
  • Holfan Daulat Tambun Saribu

DOI:

https://doi.org/10.30651/jms.v7i1.13585

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

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Published

2022-06-28

How to Cite

Harahap, M. D., Meliala, D. C., & Tambun Saribu, H. D. (2022). Pengaruh Harga, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian Smartphone Android. Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 7(1), 456–481. https://doi.org/10.30651/jms.v7i1.13585

Issue

Vol. 7 No. 1 (2022)

Section

Artikel

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