THE EFFECT OF PRODUCT PRICE AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR SAMSUNG BRAND HANDPHONES AMONG STIE AAS SURAKARTA STUDENTS

Authors

  • Dewi Muliasari STIE AAS Surakarta, Indonesia

DOI:

https://doi.org/10.29040/ijebar.v3i04.805

Abstract

This study aims to analyze the mobile phone price towards the decision to purchase Samsung mobile phone among STIE AAS Surakarta students and to analyze the quality of the Samsung mobile phone product against the decision to buy a Samsung mobile phone among STIE AAS Surakarta students. The populationS in this study were all consumers or users of Samsung mobile phones among STIE AAS students. The sample in this study was Samsung mobile phone users as many as 100 respondents. The results of this study indicate that the t test results are known to significantly influence the price variable purchasing decisions. The results of the F test together with the price variable (X1) and product quality (X2) have a joint effect on purchasing decisions. R2 analysis results obtained adjusted R square (R2) of 0.0627 means that variations in changes in purchasing decision variables can be explained by nutrient variables (X1) and product quality (X2) have a positive effect on purchasing decisions by 62.8%. While, the remaining Values Of 37.2% is explained by other variables outside the model. Keywords: Price, product quality, buying decision, mobile phone.

References

Adisaputro, 2014. Manajemen Pemasaran, Analisis untuk Perencanaan Strategi Pemasaran. Yogyakarta : UPP Sekolah Tinggi Ilmu Manajemen YKPN.

Budiyono, M. T. I., Muliasari, D., & Putri, S. A. R. (2021). An Analysis of Customer Satisfaction Levels in Islamic Banks Based on Marketing Mix as a Measurement Tool. Annals of the Romanian Society for Cell Biology, 2004-2012.

Djarwanto, PS. dan Pangestu Subagyo, 2005, Statistif Induktif, Yogyakarta, BPFE.

Doni Hariadi. 2013. Pengaruh Produk, Harga, Promosi dan Distribusi Terhadap Keputusan Pembelian Knsumen Pada Produk Projector Microvision.

Fitri Komalasari, 2011. Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Mobile phone Nokia Eseries.

Ghanimata dan Kamal, 2012. Analisis Pengaruh Harga, Kualitas Produk, dan Lokasi Terhadap Pembelian (Studi pada Pembeli Produk Bandeng Jawana Semarang). Diponegoro Journal of Management 1(2). Volume 1. Nomor 2.

Jackson R.S. Weenas. 2012. Kualitas Produk, Harga, Promosi dan Kualitas Pelayanan Pengaruhnya Terhadap Keputusan Pembelian Spring Bed Comforta.

Swasta, Basu dan Irawan, 2008. Manajemen Pemasaran Modern. Penerbit Liberty. Yogyakarta.

Tjiptono, Fandi. 2001. Strategi Pemasaran. Penerbit ANDI. Yogyakarta.

Downloads

Published

2020-01-09

How to Cite

Muliasari, D. (2020). THE EFFECT OF PRODUCT PRICE AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR SAMSUNG BRAND HANDPHONES AMONG STIE AAS SURAKARTA STUDENTS. International Journal of Economics, Business and Accounting Research (IJEBAR), 3(04). https://doi.org/10.29040/ijebar.v3i04.805

Issue

Vol. 3 No. 04 (2019): IJEBAR, VOL. 03 ISSUE 04, DECEMBER 2019

Section

Articles

Citation Check

License

Authors who publish with IJEBAR agree to the following terms: Authors retain copyright and grant the IJEBAR right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in IJEBAR. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in IJEBAR. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).