SITOMPUL, JHONPRESLI HERMANTO (2018) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN IPHONE (STUDI KASUS KARYAWAN PT. KAI (PERSERO) DAOP 1 JAKARTA). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of product quality, price and promotion of purchasing decisions. This type of research includes quantitative research. The object of this research is employees of PT. Kereta Api Indonesia (Persero) Daop 1 Jakarta using iPhone. This study was conducted on 205 respondents. Data analysis method used is multiple linear regression analysis. The results of this study indicate that partially, product quality variables affect the decision to purchase iPhone products, price variables affect the decision to purchase iPhone products and promotions affect the decision to purchase iPhone products. This is evidenced from the results of partial test (t test) shows significant value sbesar 0.000 <0.05 then three independent variables support the accepted hypothesis. Meanwhile, F test result states that together there is influence between variable of product quality, price and promotion to decision of purchasing iPhone product. Keywords: product quality, price, promotion and purchase decision Penelitian ini untuk bertujuan mengetahui pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian. Jenis penelitian ini termasuk penelitian kuantitatif. Objek penelitian ini adalah karyawan PT. Kereta Api Indonesia (Persero) Daop 1 Jakarta yang menggunakan iPhone. Penelitian ini dilakukan terhadap 205 responden. Metode analisis data yang digunakan adalah analisis regresi linear berganda. Hasil dari penelitian ini menunjukkan bahwa secara parsial, variabel kualitas produk berpengaruh terhadap keputusan pembelian produk iPhone, variabel harga berpengaruh terhadap keputusan pembelian produk iPhone dan promosi berpengaruh terhadap keputusan pembelian produk iPhone. Hal ini dibuktikan dari hasil uji parsial (uji t) menunjukkan nilai signifikan sbesar 0,000 < 0,05 maka tiga variabel bebas mendukung hipotesis diterima. Sedangkan, hasil uji F menyatakan bahwa secara bersama-sama terdapat pengaruh antara variabel kualitas produk, harga dan promosi terhadap keputusan pembelian produk iPhone. Kata kunci: kualitas produk, harga, promosi dan keputusan pembelian.
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